P. Pleshko, Larry; A. Heiens, Richard; Peev, Plamen - In: International Journal of Bank Marketing 32 (2014) 3, pp. 176-193
Purpose – The purpose of this paper is to take a contingency theory approach to examine how performance is affected by the relationships between the Miles & Snow strategic groupings and a variety of marketing strategy concepts, including a firm's service focus, service growth, market coverage,...