Deshpandé, Rohit; Grinstein, Amir; Ofek, Elie - In: Marketing Letters 23 (2012) 3, pp. 629-643
Strategic orientation studies often provide ‘best practice prescriptions’ for firms in a given context—matching orientations to environmental conditions. While this perspective has value, empirical results are equivocal and an important reality has been overlooked: the fact that a firm’s...