Strategic Adaptability and Orientations

Strategic Adaptability and Orientations

he 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).

solution preview

According to the journal on strategic adaptability, the authors assert that in markets that are mildly volatile, organizations that first analyze the markets before venturing into it tend to perform well. They perform better than the organizations which approach new markets using strategy plans. The authors prospect that with efficient market analysis and strategic orientation, the organization is likely to come up with contingent prospects which will enable it to survive the dynamic forces of the market (McKee

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