Does industry matter? Examining the role of industry structure and organizational learning in innovation and brand performance

Jay Weerawardena, Aron O'Cass*, Craig Julian

*Corresponding author for this work

Research output: Contribution to journalArticle

218 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)37-45
Number of pages9
JournalJournal of Business Research
Volume59
Issue number1
DOIs
Publication statusPublished - Jan 2006
Externally publishedYes

Keywords

  • Brand performance
  • Industry dynamism
  • Industry structure
  • Innovation
  • Organizational learning

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