Finance

Perspective (graphical)

Sociology

Business

Mediation

Moderated mediation

Mathematics

Social science

Moderation

Statistics

Empirical research

Marketing

Artificial intelligence

Psychology

Multinational corporation

Corporation

Computer science

Industrial organization

Social psychology

Journal of International Marketing

The international marketing literature has produced divergent findings regarding the effect of a standardized marketing strategy on firm performance among large multinational corporations (MNCs). Prior research has typically considered external or environmental factors to reconcile different findings. This study employs multiple perspectives of strategic fit (moderation, mediation, profile deviation, and covariation) to examine the effect of the internal fit among strategy, structure, and processes of MNCs and explores their effects on firm performance. Empirical results based on 206 MNCs support the mediation, profile deviation, and covariation perspectives, but they fail to confirm the moderation perspective.

The Impact of Strategic Fit among Strategy, Structure, and Processes on Multinational Corporation Performance: A Multimethod Assessment