By
enabling multiple variables to be assessed simultaneously,
this approach also enables researchers to more closely represent
the complex constructs and multiple contingencies faced
by managers in the "real world" (e.g., Gresov 1989). More
traditional approaches, such as moderated regression analysis,
slope analysis, and subgroup analysis, can be effective in
assessing fit-performance relationships involving small
numbers of variables. However, these approaches are unable
to effectively deal with the complex and holistic views of
organization, strategy, and environment common to marketing
theory (e.g., Drazin and Van de Ven 1985; Schoonhoven
1981; Venkatraman and Camillus 1984).