چکیده
کلیدواژهها
عنوان مقاله [English]
This article studies the strategic fit between business and marketing strategies based on the strategic reference points (SRP's) theory. Three fitness models were identified in the management literature: rational, natural and comprehensive. Comparing these three models, comprehendsive model was chosen for the establishment of strategic fitness. After reviewing the philosophy and rational principles of SRP's, two reference points were identified as index referent points: control (low or high) and focus (internal or external). Based on strategic reference points, marketing and business strategies were typified and then the relationship between different types of these strategies was studied. The research population was Iranian pharmaceutical companies and the sample was Tamin Pharmaceutical Investment Co.(TPICO). The findings show that there is a fit between entry marketing strategy and prospector, growth marketing strate-gy and analyzer, mature market strategy and differentiated defender, and decli-ne marketing strategy and lowcost defender; the existence of this fit results in a high level of performance.
کلیدواژهها [English]
)