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Article
The Effect of Strategic Complexity on Marketing Strategy and Organizational Performance
Journal of Business Research
  • Stern Neill, University of Washington - Tacoma Campus
  • Gregory M. Rose, University of Washington - Tacoma Campus
Publication Date
1-1-2006
Abstract
While researchers have examined many antecedents of marketing strategy, there is scant research assessing the effect of organizational cognition. In this study, organizational cognition is examined in terms of the firm’s strategic complexity, which is its capacity to integrate multiple environmental dimensions during marketing strategy making. The results from a sample of wholesale distributors reveal four strategic groups that differ based upon their degree of strategic complexity. Results support the proposition that strategic complexity is an organizational capability that enables more effective strategy making and produces superior firm performance.
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Citation Information
Stern Neill and Gregory M. Rose. "The Effect of Strategic Complexity on Marketing Strategy and Organizational Performance" Journal of Business Research Vol. 59 Iss. 1 (2006) p. 1 - 10
Available at: http://works.bepress.com/sneill/9/