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Does industry matter? Examining the role of industry structure and organizational learning in innovation and brand performance
journal contribution
posted on 2023-05-17, 05:14 authored by Weerawardena, J, O'Cass, AG, Julian, CA 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.
History
Publication title
Journal of Business ResearchVolume
59Pagination
37-45ISSN
0148-2963Department/School
TSBEPublisher
ElsevierPlace of publication
USARights statement
The definitive version is available at http://www.sciencedirect.comRepository Status
- Restricted