Findings also shed light on the current debate in the strategic marketing literature on whether structure follows or precedes strategy. Although a causal statement cannot be made, the results confirm Chandler’s (1962) argument that strategy paves the way for appropriate organizational structure and processes. Moreover, the organizational structure and management processes mediate the relationship between strategy and performance, and thus a suitable structure and processes need to be instituted to realize the fruits of global strategy. The exact nature of the strategy–structure relationship should continue to be an area of inquiry in further research.