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Market fit and business performance : an empirical investigation

journal contribution
posted on 2010-08-01, 00:00 authored by Mehdi Taghian, Robin Shaw
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.

History

Journal

Journal of strategic marketing

Volume

18

Issue

5

Pagination

395 - 415

Publisher

Routledge

Location

Abingdon, England

ISSN

0965-254X

eISSN

1466-4488

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2010, Taylor & Francis