Université de Fribourg

The Impact of Resource-Strategy Correspondence on Marketing Performance-Financial Performance Tradeoffs

Furrer, Olivier. ; Alexandre, M. T. ; Sudharshan, D.

In: Journal of Strategic Marketing, 2007, vol. 15, no. 2-3, p. 161-183

We suggest that the relationships between strategy and financial performance and between strategy and marketing performance depend on the resource bundle and strategy of a firm. The better the correspondence between strategy and resource bundle, the better the performance. We empirically test and find support for this explanation. By building empirically calibrated models of the marketing and...