Among the different task characteristics
identified in the literature, three have been viewed as important
both in configuration theory studies in management and
in previous marketing strategy studies: task complexity,
which is the extent of variability in marketing activities
undertaken and the degree to which they can be easily performed
(Menon and Varadarajan 1992; Olson, Walker, and
Ruekert 1995); marketing capabilities regarding the business's
ability to perform common marketing work routines
through which available resources are transformed into
valuable outputs (e.g., Bharadwaj, Varadarajan, and Fahy
1993; Day 1994; Webster 1997); and work group interdependence,
which is the degree to which workflows within
the business require cooperation between teams in performing
marketing activities (e.g., Ruekert and Walker 1987; Van
de Ven, Delbecq, and Koenig 1976). Together, these task
characteristics indicate the ability of the marketing organization
to perform necessary marketing activities and the
degree to which team-based workflows are needed to
accomplish them.