This simplifies required marketing activities and enables
more focused investment in a narrower range of marketing
capabilities. Needed flexibility to respond quickly to appropriate
new opportunities can be provided by empowering
marketing personnel with decentralized and informal structures.
By maintaining response flexibility while consuming
fewer resources through more focused investments in marketing
capabilities, ideal marketing organizations that fit the
prospector strategic type in this way should be more efficient
in achieving marketing goals (e.g.. Miles and Snow
1994).