PREREQUISITE OF SUPERIOR PERFORMANCE : MANAGING COALIGNMENT IN A DYNAMIC CONDITION

We draw on well-established thinking in the complementary fields of organization theory and strategic management to develop a model explaining why fit among a firm's competitive strategy, its structure, and its technology is a prerequisite for superior performance. The contributions of this theoretical treatise are twofold. Firstly, it helps reduce the disconnect in thinking that exists between the strategy and organization-theory literatures on business-level issues. Secondly, it reveals the importance of managing the coalignment among strategy, structure, and technology which, in turn, forces recognition that competitive advantage does not exist in a static state but in a dynamic condition.