contingency theory 128
particular marketing actions. For example, adverse weather at the time
of a consumer survey on holiday travel planning may lead to different
consumer views on desirable locations for travel.
APPLICATION AREAS AND FURTHER READINGS
Consumer Behavior
Levy, Joan Meyers, and Tybout, Alice M. (1997). ‘Context Effects at Encoding and
Judgment in Consumption Settings: The Role of Cognitive Resources,’ Journal of
Consumer Research, 24(1), June, 1–14.
Klein, Noreen M., and Yadav, Manjit S. (1989). ‘Context Effects on Effort and Accu-
racy in Choice: An Enquiry into Adaptive Decision Making,’ Journal of Consumer
Research, 15(4), March, 411–421.
BIBLIOGRAPHY
Prelec, Drazen, Wernerfelt, Birger, and Zettelmeyer, Florian (1997). ‘The Role of
Inference in Context Effects: Inferring What You Want from What is Available,’
Journal of Consumer Research, 24(1), June, 118–125.
contingency theory
DESCRIPTION
Theory or theories adopting the view that no single organizational structure
or strategic approach is inherently more effective or efficient than all others.
KEY INSIGHTS
The contingency theory view of organization and strategy is that there
is no one best way to devise a given organizational (or otherwise tech-
nical) process within the organization. Rather, appropriate structures
and strategies to be adopted are viewed as contingent on a variety of
contextual factors such as the nature of the technological environment
in which the firm operates, the size of the organization, etc.
KEY WORDS Organizational design, strategy development
IMPLICATIONS
The widely varying nature of marketers’ operating environments clearly
suggests an appreciation by marketers for a contingency theory per-
spective to organizational process and strategy. While the approach
recognizes the organizational and decision-making challenges facing a
manager, knowledge of research adopting such a view can also provide
managers with a basis for understanding better and evaluating different
organizational and strategic options available to the firm.
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
Ruekert, Robert W., Walker, Orville C., Jr., and Roering, Kenneth J. (1985). ‘The
Organization of Marketing Activities: A Contingency Theory of Structure and
Performance,’ Journal of Marketing, 49(1), Winter, 13–25.
Balkin, D. B., and Gomez-Mejia, L. R. (1987). ‘Toward a Contingent Theory of
Compensation Strategy,’ Strategic Management Journal, 8, 169–182.
Hofer, C. W. (1975). ‘Toward a Contingency Theory of Business Strategy,’ Academy
of Management Journal, 18, 784–810.