Macroenvironmental forces, marketing strategy and business performance: A futures research approach

Robert F. Lusch, Gene R. Laczniak

Research output: Contribution to journalArticlepeer-review

44 Scopus citations


A method of futures research is used to empirically test a structure-conduct-performance (SCP) model in a marketing setting. It is proposed that within the macroenvironment there exist, varying levels of resource constraints and structural fluctuations which are positively correlated. Increased resource constraints and structural fluctuations, which are characteristics of a turbulent environment, are expected to increase the competitive intensity is an industry. This higher level of competitive intensity is hypothesized to result in increased use of nonprice marketing strategies. Nonprice marketing strategies are also expected to increase business performance because of the contingency relationship between conduct (strategy) and performance. The possible role of "blind" luck or stochastic processes in determining success is also discussed.

Original languageEnglish (US)
Pages (from-to)283-295
Number of pages13
JournalJournal of the Academy of Marketing Science
Issue number4
StatePublished - Sep 1989
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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