From strategic fit to customer fit

Abstract

Purpose

The purpose of this paper is to extend the strategic fit discourse by proposing a customer‐based perspective.

Design/methodology/approach

The paper develops a conceptual framework based on a theory and literature review.

Findings

The paper proposes that, from a customer perspective, the firm and its activities are separate units of analysis that have a fit‐like relationship.

Practical implications

A fit‐like relationship, here coined “customer fit”, has the potential to explain determinants of performance differentials in marketing practice, guide the analysis and dissemination of customer knowledge in organisations and provide grounds for strategic marketing resource allocation.

Originality/value

The paper proposes that the concept of customer fit can be employed to analyze, formulate and coordinate the potential of a firm's value proposal.

Citation

Santala, M. and Parvinen, P. (2007), "From strategic fit to customer fit", Management Decision, Vol. 45 No. 3, pp. 582-601. https://doi.org/10.1108/00251740710745133