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.
Dieser Eintrag ist Teil der Universitätsbibliographie.
Das Dokument wird vom Publikationsserver der Universitätsbibliothek Mannheim bereitgestellt.
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