Strategic Consistency Synergy And Business Performance

Cover Strategic Consistency Synergy And Business Performance
Strategic Consistency Synergy And Business Performance
Gordon Walker
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19 . 31 . 39 1. 00 Relative promotion . 22 . 29 . 49 . 71 1. 00 Relative product quality . 35 . 29 . 26 . 23 . 28 1. 00 Relative service quality . 26 . 24 . 16 . 29 . 29 . 43 1. 00 Relative image for quality . 34 . 32 . 19 . 33 . 31 . 51 . 53 1. 00 15 Si IS s.
J, >^ c a) > 4J •h oi oi to l-i TO H lt£ ai 2 en c c o C e 3 C 4-1 4-1 o tn 0) oi PS > c 01 > 4J ■^ 0) 0) •u . *: u « l-i re OS a; C E )- 4-1 3 C en 4-1 o QJ QJ > « c o =\ -16- FIGDRE 1 Second Order Factor Model of Strategic Consistency S
...ales Force Expenditures Relative to Competitors Advertising Expenditures Relative to Competitors Promotional Expenditures Relative to Competitors Product Quality Relative to Competitors Service Quality Relative to Competitors Image for Quality Relative to Competitors -17- FIGDRE 2 Strategic Consistency, Operational Consistency and Business Performance a. Strategic consistency, market share and return on investment Relative Sales Force -4 -» b. Operational consistency, market share return on investment Relative Sales Force Relative ->!

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