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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.

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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

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