Within this important domain, our study makes two contributions.
First, we fill a major knowledge gap by providing
empirical support for theorized links among the organization
of marketing activities, business strategy, and marketing
performance. This helps managers understand how to organize
marketing activities to meet the implementation
requirements of different business strategies and why this is
important in driving performance. Second, we introduce to
the marketing literature a method for testing relationships
involving the simultaneous assessment of multiple interrelated
variables. We demonstrate that this method provides
researchers with a way to empirically assess relationships
involving complex, multidimensional phenomena that is
more consistent with the holistic framing of strategic marketing
theory than traditional approaches are (e.g., Meyer,
Tsui, and Hinings 1993).