Product-Market Planning Capability and Profitability


We test the profit implication of product-market planning as a dynamic capability, from a contingency theory perspective. Among a sample of high-technology industrial organizations, we find that product-market planning capability is significantly and positively related to profits under marketing differentiation, but negative implications ensue for those adopting cost efficiency strategies. Pursuing hybrid strategies has no significant effect, while technological turbulence also has no moderating effect. Additional analysis establishes the temporal effects of product-market planning capability on 3-year lagged profits. These differential results are considered within a contingency framework. Implications are identified and discussed for industrial marketing management theory and practice.


The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.


Product-market planning, Dynamic capability, Profits, Marketing differentiation, Hybrid, Cost efficiency


Hughes, P., Hodgkinson, I.R., Morgan, R.E., Hughes, M. and Hughes, C-H. L. (2020) Product-Market Planning Capability and Profitability. Industrial Marketing Management, 90, pp. 370-379


Research Institute