Environment Strategy Coalignment An Empirical Test of Its Performance Implica

Cover Environment Strategy Coalignment An Empirical Test of Its Performance Implica
Environment Strategy Coalignment An Empirical Test of Its Performance Implica
N Venkatraman
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The importance of such questions is best illustrated by Van de Ven and Drazin (1985), who noted that most "researchers find it hard to conceptualize fit as anything other than 'interaction' among pairs of individual variables. The use of this approach is so theoretically and phenomenologically pleasing that it has become part of our language and rhetoric. " (1985; p. 344).
Much of strategy research subscribes at least implicitly to this view. Two interrelated explanations can perhaps be offered
..., namely: (a) narrow conceptualization of the research problem in terms of one or two concepts (operationalized as single dimensions), and their relationships examined under ceteris paribus conditions (Ginsberg and Venkatraman, 1985; and Miller, 1981); and (b) the pervasive use of simple linear models such as the analysis of variance and multiple regression analysis (with interaction terms) as the dominant analytical techniques for statistical tests.
However, when environment and strategy are represented using an array of variables, the use of a set of pairwise interactions to capture coalignment reflects an error of 'logical typing' (Bateson, 1979).


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