What Marketing Strategy Matters? Examining a Contingency Model of the Relationship Between Marketing Performance Management and Business Unit Performance

Business & Economics

• Business Unit Performance 92%
• Contingency Model 77%
• Disposal 5%
• Firm Resources 6%
• Management Performance 5%
• Managers 5%
• Marketing 5%
• Marketing Activities 12%
• Marketing Function 14%
• Marketing Implementation 8%
• Marketing Performance 72%
• Marketing Resources 22%
• Marketing Strategy 47%
• Organization Structure 6%
• Performance 8%
• Performance Management 100%
• Performance Management Systems 14%
• Performance Measurement 10%
• Performance Measurement System 19%
• Prototype 5%
• Resource-based View 5%
• Teece 9%