Journal
JOURNAL OF BUSINESS RESEARCH
Volume 59, Issue 1, Pages 37-45Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2005.02.004
Keywords
organizational learning; innovation; industry structure; industry dynamism; brand performance
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A manager's perception of industry structure (dynamism) has the potential to impact various organizational strategies and behaviors. This may be particularly so with regard to perceptions driving organizational learning orientations and innovation based marketing strategy. The position taken here suggests that firms operating within a competitive industry tend to pursue innovative ways of performing value-creating activities, which requires the development of learning capabilities. The results of a study of SMEs suggest that market focused learning, relative to other learning capabilities plays a key role in the relationships between industry structure, innovation and brand performance. The findings also show that market focused learning and internally focused learning influence innovation and that innovation influences a brand's performance. (c) 2005 Elsevier Inc. All rights reserved.
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