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Innovation or Multiple Copies of the Same Lottery Ticket: The Effect of Widely Shared Knowledge on Organizational Adaptability
Ist Teil von
Journal of marketing theory and practice, 2003-07, Vol.11 (3), p.25-45
Ort / Verlag
Abingdon: Routledge
Erscheinungsjahr
2003
Link zum Volltext
Quelle
Business Source Ultimate
Beschreibungen/Notizen
Marketing literature suggests that a market orientation has a positive effect on a firm's performance and innovativeness. This paper applies biological metapopulation theory to describe how a high dispersion of market information and significant shared homogeneous knowledge may reduce the evolutionary adaptation and the creation of successful new products. Empirical results derived from survey data support the theory that organizational information processing routines associated with a market orientation are not always the same as those required to facilitate organizational adaptability, contrary to previous assertions in the marketing literature.