2015 | OriginalPaper | Chapter
Strategic Consensus and Performance: The Role of Strategy Type and Market-Related Dynamism
Authors : Christian Homburg, Harley Krohmer, John P. Workman Jr.
Published in: Global Perspectives in Marketing for the 21st Century
Publisher: Springer International Publishing
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Our research examines the relationship between consensus on the type of SBU-level strategy among senior marketing and R&D-managers and organizational performance for a sample of 101 US and German SBUs in three industry sectors: consumer packaged goods, electrical equipment and components, and mechanical machinery.