Elaborating the Role of Organizational Learning in Marketing Strategy Research

Abstract

Although the concepts and results of organizational learning research

have been incorporated into the context of marketing, the integration

efforts have not been sufficient. In this paper, we discuss the Bell,

Whitwell, and Lukas (2002) typology of organizational learning and offer

insights as to its usefulness for deriving future marketing strategy

research questions. Although the typology has some limitations and

waits for empirical testing, the authors believe that it is useful in

developing a number of marketing strategy research questions relating

to market-based learning. We present such key research questions and

implications for future research directions.