Performance impacts of strategic consensus : the role of strategy type and market-related dynamism


Homburg, Christian ; Krohmer, Harley ; Workman, John P.


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URL: https://ub-madoc.bib.uni-mannheim.de/42536
URN: urn:nbn:de:bsz:180-madoc-425368
Document Type: Working paper
Year of publication: 1999
The title of a journal, publication series: Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung
Volume: W014
Place of publication: Mannheim
Publishing house: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
ISBN: 3-89333-172-7
Edition: [Nachdr. der Ausg.] Koblenz, 1997
Publication language: English
Institution: Business School > ABWL u. Marketing II (Bauer 1993-, Em)
Subject: 330 Economics
Abstract: The authors examine the relationship between consensus on the type of SBU-level strategy among senior marketing and R&D-managers and organizational performance for a sample of 101 US and German SBUs in three industry sectors: consumer packaged goods, electrical equipment and components, and mechanical machinery. Findings indicate that consensus on the type of strategy increases the performance of the SBU in the case of a differentiation strategy while there are no performance impacts in the case of a low cost strategy. The strength of the relationship between consensus on a differentiation strategy and performance is negatively influenced by market-related dynamism.
Additional information: Der Titel wurde anläßlich der Gründung des IMU aus einer Schriftenreihe des ZMU (Zentrum für Marktorientierte Unternehmensführung) an der WHU Koblenz übernommen.




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