Available
resources are more productively deployed in simplifying
marketing activities, increasing structural formalization and
centralization, and developing a narrow range of marketing
capabilities (e.g.. Slater and Narver 1993). Such ideal marketing
organization characteristics should maximize marketing
efficiency in implementing a defender strategy by allowing
more focused resource deployment in capability
building, greater control of decisions involving future
resource allocation, and the efficiency benefits of increased
routinization (e.g.. Walker and Ruekert 1987).