Therefore, configuration theory suggests that the
ideal marketing organization required to fit with a particular
strategic type differs depending on whether the firm seeks to
maximize either effectiveness or efficiency (e.g., Tsui 1990).
Assessing marketing organization fit with strategic type
requires an identification of different ideal profiles against
which to assess fit for firms seeking to maximize either the
effectiveness or the efficiency dimension of their marketing
performance (e.g., Ostroff and Schmitt 1993; Walker and
Ruekert 1987).