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Elaborating the Role of Organizational Learning in Marketing Strategy Research

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Issue Date
2009-06
Publisher
College of Business Administration (경영대학)
Citation
Seoul Journal of Business, Vol.15 No.1, pp. 3-25
Keywords
marketing strategycompetitive advantageorganizational learningmarket-based learning
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.
ISSN
1226-9816
Language
English
URI
https://hdl.handle.net/10371/32061
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College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Seoul Journal of Business (SJB)Seoul Journal of Business Volume 15, Number 1/2 (2009)
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