Exploring the role of market learning capability in competitive strategy

Weerawardena, Jay (2003) Exploring the role of market learning capability in competitive strategy. European Journal of Marketing, 37 3/4: 407-429. doi:10.1108/03090560310459023

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Author Weerawardena, Jay
Title Exploring the role of market learning capability in competitive strategy
Journal name European Journal of Marketing   Check publisher's open access policy
ISSN 0309-0566
Publication date 2003
Sub-type Article (original research)
DOI 10.1108/03090560310459023
Volume 37
Issue 3/4
Start page 407
End page 429
Total pages 23
Editor D. Carson
A. Gilmore
Place of publication UK
Publisher Emerald
Collection year 2003
Language eng
Subject C1
350204 Marketing and Market Research
759999 Other social development and community services
Abstract It has been argued that a firm's capacity to learn from its market is a source of both innovation and competitive advantage. However, past research has failed to conceptualize market-focused learning activity as a capability having the potential to contribute to competitive advantage. Prior innovation research has been biased toward technological innovation. However, there is evidence to suggest that both technological and non-technological innovations contribute to competitive advantage reflecting the need for a broader conceptualization of the innovation construct. Past research has also overlooked the critical role of entrepreneurship in the capability building process. Competitive advantage has been predominantly measured in terms of financial indicators of performance. In general, the literature reflects the need for comprehensive measures of organizational innovation and competitive advantage. This paper examines the role of market-focused learning capability in organizational innovation-based competitive strategy. The paper contributes to the strategic marketing theory by developing and refining measures of entrepreneurship, market-focused learning capability, organizational innovation and sustained competitive advantage, testing relationships among these constructs.
Keyword Competitive advantage
Q-Index Code C1

Document type: Journal Article
Sub-type: Article (original research)
Collections: Excellence in Research Australia (ERA) - Collection
2004 Higher Education Research Data Collection
UQ Business School Publications
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Created: Tue, 14 Aug 2007, 19:09:13 EST