Strategic Adaptability and Orientations

This question is in reference to the assignment you just turned in to me.  

Your final paragraph, "This research is of great significance to the theory on marketing strategy development. This is because according to the research, organizations need to be highly adaptive and oriented in order to effectively compete in the market.  This can only be achieved through a good and efficient marketing strategy, which will enable the organization to be very adaptable to different market environments hence improving their performance" jumped out. Do you believe in this case research was of great significance or in all cases and companies? Do you believe that is an area that too much emphasis is placed on? Why or why not?

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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.

**Assigned Articles:

• 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 ID: 218622311).