as ‘product market logic’ (referring to Evans and
Lorange, 1989). The more successful the organisation is at achieving fit between
product market, business strategy and HR strategy, the more successful it is likely
to be in terms of achieving organisational outcomes [Hoque, 1999a: 11]. Therefore,
Hoque argues that there is diversity in the industry that is in part related to size of
establishment (with its connotations of rating and quality).