行銷組織特性與競爭策略契合對行銷績效影響之研究:以食品產業為例

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

周 世玉(Shihyu Chou), 林 金賢(Chin-Shien Lin), 謝 宜均(Yi-Chun Hsieh)

Research output: Contribution to journalArticlepeer-review

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 contributionThe Influence on Marketing Performance of Fit between Marketing Organization Characteristics and Competitive Strategies: Using the Food Industry as an Example
Original languageChinese (Traditional)
Pages (from-to)33-54
Number of pages22
Journal行銷評論
Issue number1
Publication statusPublished - 2005

Keywords

  • competitive strategy
  • marketing performance
  • fit
  • ideal configuration analysis

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