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A resource-advantage perspective of product-market strategy performance & strategic capital in high technology firms

机译：高技术企业产品市场战略绩效与战略资本的资源优势视角

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摘要

Contrary to common misconceptions, firms tend generally to remain constant in their strategic approach to markets and rarely deviate from their prevailing strategic archetype. Consequently, the effectiveness of a firm's product-market strategy is as important as its persistence in achieving overall strategic performance. Adopting a resource-advantage perspective, we examine the extent to which resource bundles differ among firms within a product-market strategy performance typology. Analyzing data generated from high-technology industrial manufacturers, we find that successful strategists are endowed with significantly greater levels of resources-that include 'strategy championing', 'strategy commitment', 'implementation support', 'implementation effectiveness', 'learning', and 'memory'-in contrast with unsuccessful strategists, hopeful strategists, and fortunate strategists. Further, important inter-group differences are identified and discussed, along with the implications of this study for researchers and marketing managers.
机译：与普遍的误解相反，企业通常倾向于保持对市场的战略方针不变，很少偏离其现行的战略原型。因此，公司产品市场战略的有效性与坚持实现整体战略绩效同样重要。从资源优势的角度出发，我们研究了产品市场战略绩效类型内企业之间资源束差异的程度。通过分析从高科技工业制造商那里获得的数据，我们发现成功的战略家拥有显着更高水平的资源-包括“战略拥护”，“战略承诺”，“实施支持”，“实施有效性”，“学习”，和“记忆”-与失败的战略家，充满希望的战略家和幸运的战略家形成对比。此外，确定并讨论了重要的群体间差异，以及本研究对研究人员和市场经理的意义。

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