Abstract
The food industry in Taiwan is characterized by having highly homogeneous products. In such a keen competitive domestic market, marketing is a critical activity for firms to outperform competitors. In this study, based on the ideal configuration deviation analysis, we identify ideal organization configurations for each possible strategy type and analyze the influence on marketing performance of the fit between strategies and organization characteristics. Based on the empirical results, we find the deviations from the ideal organization configuration are significantly and negatively correlated with the marketing effectiveness for all strategy types while insignificantly correlated with the marketing efficiency for all strategy types.
| Translated title of the contribution | The Influence on Marketing Performance of Fit between Marketing Organization Characteristics and Competitive Strategies: Using the Food Industry as an Example |
|---|---|
| Original language | Chinese (Traditional) |
| Pages (from-to) | 33-54 |
| Number of pages | 22 |
| Journal | 行銷評論 |
| Issue number | 1 |
| Publication status | Published - 2005 |
Keywords
- competitive strategy
- marketing performance
- fit
- ideal configuration analysis