The Effects of Market Strategy Quality on Firm Performance: A Case Study of Logistics Industry in Underdeveloped Country

This study investigates the effects of internal and external factors on marketing strategy quality and firm performance in the logistics industry in Pakistan.A survey of 122 operations managers of logistics firms reveals that organizational capabilities, business network, IT capability, financial strengths, and logistics infrastructure positively influence marketing strategy quality, whereas economic and legal environment negatively affect it.Moreover, the indirect path analysis, the study found that marketing strategy quality strengthens the relationship between four internal factors (organization capabilities, business network, IT capability, financial strengths) and one external factor (logistics infrastructure) with firm performance.The results provide important theoretical and practical implications on how logistics firms can improve marketing strategy effectiveness given the internal capabilities and external environment.This research contributes by examining marketing strategy issues in the understudied context of Pakistani logistics firms.Further work is needed to enrich understanding of this important but under-researched industry.