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Balancing external adaptation and internal effectiveness: Achieving better brand performance
Citation
O'Cass, AG and Ngo, L, Balancing external adaptation and internal effectiveness: Achieving better brand performance, Journal of Business Research, 60, (1) pp. 11-20. ISSN 0148-2963 (2007) [Refereed Article]
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DOI: doi:10.1016/j.jbusres.2006.08.003
Abstract
A long running debate in the marketing literature has focused on whether firm performance is driven primarily by competitive intensity or firm characteristics. This paper attempts to contribute to the debate by developing a conceptual framework, which comprises two components of competing views being External Adaptation (EA) and Internal Effectiveness (IE) as an integrated model. Competitive intensity is identified as influencing a firm's strategic type and characteristics that drive superior brand performance. The heterogeneity of firm characteristics can be explained by not only competitive intensity, but also the strategic type (i.e., posture) adopted by the firm, representing the strategy-firm characteristics fit (congruence). Empirical findings support all hypotheses except the hypothesis related to competitive intensity and innovative culture.
Item Details
Item Type: | Refereed Article |
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Keywords: | Competitive intensity; Strategic type; Market orientation; Organizational culture; Brand performance |
Research Division: | Commerce, Management, Tourism and Services |
Research Group: | Marketing |
Research Field: | Marketing research methodology |
Objective Division: | Economic Framework |
Objective Group: | Management and productivity |
Objective Field: | Marketing |
UTAS Author: | O'Cass, AG (Professor Aron O'Cass) |
ID Code: | 68136 |
Year Published: | 2007 |
Web of Science® Times Cited: | 65 |
Deposited By: | Management |
Deposited On: | 2011-03-09 |
Last Modified: | 2017-12-06 |
Downloads: | 10 View Download Statistics |
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