Strategic Adaptability and Firm Performance: A Market-Contingent Perspective Academic Article uri icon


  • The authors test the proposition that the effectiveness of a particular strategic orientationreactor, defender, analyzer, and prospectoris contingent upon the dynamics of the market. In mildly volatile markets, analyzer organizations are found to outperform other organization strategy types. However, in more volatile markets, the strategy-performance alignment is less clearly determined by the market environment.

published proceedings

  • Journal of Marketing

author list (cited authors)

  • McKee, D. O., Varadarajan, P. R., & Pride, W. M.

citation count

  • 228

complete list of authors

  • McKee, Daryl O||Varadarajan, P Rajan||Pride, William M

publication date

  • January 1989