Fitting Strategic Resources with Product-market Strategy: Performance Implications

Paul Hughes*, Robert E. Morgan

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review


Resources, strategy, and performance inter-relationships are central to strategic marketing theory. Strategic resources are key inputs to product-market strategy that form the basis of superior firm performance. However, these inter-relationships are subject to 'fit' requirements. This article examines the hypothesis that greater fit between the strategic resources of marketing organizations and product-market strategy encourages superior financial and customer-market performance. This fit is most important to marketing organizations exhibiting either a Defender or Analyzer strategic orientation. No significant relationship is found for fit among Prospectors.
Original languageEnglish
JournalJournal of Business Research
Issue number4
Pages (from-to)323-331
Number of pages9
Publication statusPublished - Apr 2008
Externally publishedYes


  • Resources
  • Strategy
  • Performance
  • Relationships

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