Hughes et al IMM Product-market planning capability ACCEPTED.pdf (460.82 kB)
Download fileProduct-market planning capability and profitability
journal contribution
posted on 2020-08-13, 09:58 authored by Paul Hughes, Ian HodgkinsonIan Hodgkinson, Robert Morgan, Mathew Hughes, Chih-Hsien HughesWe test the profit implication of product-market planning as a dynamic capability, from a contingency theory perspective. Among a sample of high-technology industrial organizations, we find that product-market planning capability is significantly and positively related to profits under marketing differentiation, but negative implications ensue for those adopting cost efficiency strategies. Pursuing hybrid strategies has no significant effect, while technological turbulence also has no moderating effect. Additional analysis establishes the temporal effects of product-market planning capability on 3-year lagged profits. These differential results are considered within a contingency framework. Implications are identified and discussed for industrial marketing management theory and practice.
History
School
- Business and Economics
Department
- Business
Published in
Industrial Marketing ManagementVolume
90Pages
370-379Publisher
ElsevierVersion
- AM (Accepted Manuscript)
Rights holder
© ElsevierPublisher statement
This paper was accepted for publication in the journal Industrial Marketing Management and the definitive published version is available at https://doi.org/10.1016/j.indmarman.2020.08.007Acceptance date
2020-08-09Publication date
2020-08-21Copyright date
2020ISSN
0019-8501Publisher version
Language
- en