MPMS Strategy Fit Scale

What it measures

Two-item scale measuring the extent to which a marketing performance measurement system is derived from and reflects the firm’s strategic marketing targets. The highest-reliability sub-component of the CMPMS construct. Strategy fit showed the strongest associations with marketing alignment, particularly at high levels of differentiation strategy and marketing complexity.

Representative items

• Our performance measurement system in marketing is deviated from our long-term marketing targets.
• Our performance measurement system in marketing reflects our marketing strategy.

Citation

Homburg, C., Artz, M., & Wieseke, J. (2012). Marketing performance measurement systems: Does comprehensiveness really improve performance? Journal of Marketing, 76(3), 56–77.