A method of futures research is used to empirically test a
structure-conduct-performance (SCP) model in a marketing
setting. It is proposed that within the macroenvironment there
exist, varying levels of resource constraints and structural
fluctuations which are positively correlated. Increased
resource constraints and structural fluctuations, which are
characteristics of a turbulent environment, are expected to
increase the competititive intensity in an industry. This higher
level of competitive intensity is hypothesized to result in
increased use of nonprice marketing strategies. Nonprice
marketing strategies are also expected to increase business
performance because of the contingency relationship be
tween conduct (strategy) and performance. The possible role
of "blind" luck or stochastic processes in determining suc
cess is also discussed.
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