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.

Response format

7-point scale (1 = strongly disagree, 7 = strongly agree); rated by management accounting executives

Scale 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.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Composite reliability = .90; AVE = .81. Highest reliability of the three CMPMS sub-components. Rated by management accounting executives in a dyadic design. Strategy fit showed significant positive associations with marketing alignment at mean and high levels of differentiation strategy, marketing complexity, and market dynamism. No significant association at low levels of all three moderators.

Recommended companion scales

Citation

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

Keywords