Marketing Strategy, Capabilities, and Performance: An Organizational Learning-Based View
mag(2015)
摘要
Research into the Miles and Snow (1978) organizational types indicates that many organizational processes vary according to strategy. Since organizational adaptation is driven by the firm’s response to its external environment, internal firm processes such as marketing capabilities, and the market-based learning processes used to enhance, replace and retire marketing capabilities should also be expected to vary according to strategic type.
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关键词
Market Orientation, Organizational Type, Market Strategy, Market Analysis, Internal Firm
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