The assigned articles for
this week contribute an appealing expansion to the utility of the Walker and
Mullins research. What are the basic propositions offered? What research design
did each article employ? What did they find? Did they prove their case? How
important is this research to the theory and practice of marketing strategy
development? Respond to at least two of your classmates' postings.
McKee, D.O., Varadarajan, P.R.,
& Pride, W.M. (1989). Strategic adaptability and firm
performance: A market-contingent perspective. Journal of
Marketing, 53(3), 21. (Document ID: 584931).
Noble, C.H., Sinha, R.K., & Kumar,
A. (2002). Market orientation and alternative strategic orientations:
A longitudinal assessment of performance implications. Journal of
Marketing, 66(4), 25-39. (Document