Product-market strategy and the marketing capabilities of the firm: Impact on market effectiveness and cash flow performance

Strategic Management Journal

Volumn 30, Issue 12, 2009, Pages 1310-1334

  Vorhies, Douglas W ^c   Morgan, Robert E ^a   Autry, Chad W ^b  

^a CARDIFF UNIVERSITY   (United Kingdom)

^b OKLAHOMA CITY UNIVERSITY   (United States)

^c UNIVERSITY OF MISSISSIPPI   (United States)

Author keywords

Business performance; Capabilities integration; Marketing capabilities; Product market strategy

Indexed keywords

BUSINESS PERFORMANCE; BUSINESS UNITS; CAPABILITIES INTEGRATION; CASH FLOW; FINANCIAL DATA; MARKET STRATEGIES; MARKETING CAPABILITIES; MARKETING CAPABILITY; MEASURED DATA; PRODUCT-MARKET STRATEGY; RESEARCH OBJECTIVES; RESOURCE-BASED VIEW; STRATEGIC BUSINESS UNITS;

MARKETING;

COMMERCE;

EID: 70350225850     PISSN: 01432095     EISSN: 10970266     Source Type: Journal    
DOI: 10.1002/smj.798     Document Type: Article

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