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Excerpt from Environment Strategy Coalignment: An Empirical Test of Its Performance Implications
The general requirement of coalignment between environment and strategy is understood implicitly (andrews, 1980; Bourgeois, 1980; Porter, 1980; Scherer, 1980; Miles and Snow, 1978; Snow and Miles, 1983) rather than in explicit functional forms. Thus, theoreticians postulate environment-strategy relationships using phrases such as: 'matched with,' 'contingent upon,' and 'congruent with' or more simply, 'aligned, fit' and 'congruence,' without necessarily providing precise guidelines for translating such statements into the operau'onal domain of empirical research and statistical tests. Consequently, strategy researchers perforrnin g empirical tests of the impact of environment-strategy coalignment choose an available (often convenient) functional form and perform statistical tests without examining the validity of the underlying assumptions. Since different conceptualizations imply different theoretical meanings and require the use of specific statistical testing schemes, a general lack of correspondence between the conceptualization of coalignment and its empirical tests is a serious weakness in strategy research (venkatraman.
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