The Relationship between Growth Strategy and Market Performance in Technology-Based Manufacturing Companies
This paper examines the relationships between product-market policy options, market performances and the growth strategies adopted by forty-two technology-based manufacturing firms. The results show that product-market policy options are significantly different for diversified firms compared to firms which pursue product or market-based strategies. Additional analysis indicates that the market performances of diversified firms are weaker than that of other firms. Few differences in performance were noted among firms pursuing product development, market development, or market penetration strategies, i.e. the marketing managers’ perceptions and objective evaluations of market performances are similar for firms pursuing these strategies.
KeywordsMarket Performance Growth Strategy Market Penetration Marketing Manager Diversify Firm
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