2011 AMA Winter Educators’ Conference: Marketing Theory and by Raji Srinivasan, Leigh McAlister

By Raji Srinivasan, Leigh McAlister

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This text was also the only one providing a discussion of reasonable cautions regarding SWOT’s use and expectations. • It does not look at tradeoff among factors, These findings are summarized in Figure 1. • It promotes muddles conceptualizations. However, we do not think that SWOT should be abandoned simply because it has been badly used. Instead, we believe that the real problem is not with the tool itself, but rather with how SWOT analyses are done in practice. As educators in business, that makes it our problem.

01). The structural results are consistent with the correlational results. Market orientation enhances firm performance directly, as well as indirectly through radical innovation. Radical 11 innovation has a greater mediating impact than incremental innovation on the market orientation-performance relationship. This study extends several meta-analyses in the area of market orientation by providing a deeper understanding of the mechanism by which market orientation leads to firm performance. Overall, our results underscore the mediating role of radical innovation.

This text was also the only one providing a discussion of reasonable cautions regarding SWOT’s use and expectations. • It does not look at tradeoff among factors, These findings are summarized in Figure 1. • It promotes muddles conceptualizations. However, we do not think that SWOT should be abandoned simply because it has been badly used. Instead, we believe that the real problem is not with the tool itself, but rather with how SWOT analyses are done in practice. As educators in business, that makes it our problem.

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