Strategic Adaptability and Orientations

The assigned articles for this week contribute an appealing expansion to the utility of the Walker and Mullins research. What are the basic propositions offered? What research design did each article employ? What did they find? Did they prove their case? How important is this research to the theory and practice of marketing strategy development? Respond to at least two of your classmates’ postings.

**Assigned Articles:

  • McKee, D.O., Varadarajan, P.R., & Pride, W.M. (1989). Strategic adaptability and firm performance: A market-contingent perspective. Journal of Marketing, 53(3), 21. (Document ID: 584931).
  • Noble, C.H., Sinha, R.K., & Kumar, A. (2002). Market orientation and alternative strategic orientations: A longitudinal assessment of performance implications. Journal of Marketing, 66(4), 25-39. (Document ID: 218622311).  

 
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