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Market fit and business performance : an empirical investigation Taghian, Mehdi and Shaw, Robin 2010, Market fit and business performance : an empirical investigation, Journal of strategic marketing, vol. 18, no. 5, pp. 395-415. Attached Files Name Description MIMEType Size Downloads Title Market fit and business performance : an empirical investigation Author(s) Taghian, Mehdi Shaw, Robin Journal name Journal of strategic marketing Volume number 18 Issue number 5 Start page 395 End page 415 Publisher Routledge Place of publication Abingdon, England Publication date 2010-08 ISSN 0965-254X 1466-4488 Keyword(s) market fit resource-based view of the firm capability configuration business performance marketing planning strategy decision-making process Summary This paper argues that an organisation needs to be managed for its fit to its intended target market. Market fit is defined as the capability configuration of a firm moderated by the relevant factors in the external environment. It is conceptualised within the integrated dynamic resource-based view of the firm. The study is based on survey data collected from 216 larger Australian businesses. Drawing on the existing literature on the resource-based view of the firm (RBV), a model of market fit has been developed and tested empirically. The results of the study suggest that the intangible internal assets of marketing planning, decision-making process, and marketing strategy form the core capability configuration of an organisation and that the market fit measure associates positively with business performance indicators. The assertion is that while the internal intangible assets form the core capability of an organisation, this capability is influenced by the market dynamics that may alter its character, intensity, and effectiveness in relation to its intended business performance objectives. Language eng Field of Research 150503 Marketing Management (incl Strategy and Customer Relations) Socio Economic Objective 910403 Marketing HERDC Research category C1 Refereed article in a scholarly journal HERDC collection year 2010 Copyright notice ©2010, Taylor & Francis Persistent URL http://hdl.handle.net/10536/DRO/DU:30031063 Document type: Journal Article Collections: Faculty of Business and Law Deakin Graduate School of Business Higher Education Research Group Related Links Link Description Connect to published version (restricted access) Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Fri, 05 Nov 2010, 11:26:13 EST Wed, 10 Nov 2010, 08:47:32 EST Wed, 10 Nov 2010, 13:04:09 EST Wed, 10 Nov 2010, 13:05:33 EST Fri, 05 Aug 2011, 15:35:07 EST Fri, 05 Aug 2011, 15:36:42 EST Filtered Full Access Statistics: 321 Abstract Views, 4 File Downloads  -  Detailed Statistics Created: Fri, 05 Nov 2010, 11:26:06 EST by Katrina Fleming

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