Resources, strategy, and performance inter-relationships are central to strategic marketing theory. Strategic resources are key inputs to product-market strategy that form the basis of superior firm performance. However, these inter-relationships are subject to 'fit' requirements. This article...

Current measures of market orientation do not systematically capture the quality of market-oriented behaviors [MOBs] (Jaworski BJ, Kohli AK. Market orientation: review, refinement, roadmap. Journal of Market Focused Management 1996;1[2]:119-135). In a bid to address this issue, the authors develop...

Cadogan and Lee (this issue) discuss the problems inherent in modeling formative latent variables as endogenous. In response to the commentaries by Rigdon (this issue) and Finn and Wang (this issue), the present article extends the discussion on formative measures. First, the article shows that...

Researchers often develop and test conceptual models containing formative variables. In many cases, these formative variables are specified as being endogenous. This article provides a clarification of formative variable theory, distinguishing between the formative latent variable and the...