Document Type

Article

Publication Date

1995

Publication Title

European Journal of Marketing

First Page

52

Last Page

66

DOI

http://dx.doi.org/10.1108/03090569510079925

Abstract

Intensified competitive, technological, and market pressures have made organizational learning a critical imperative in global strategy effectiveness. Firms can learn through experience and from three processes that involve other firms: imitation, grafting, and synergism. Interpartner learning has become critical, since experiential learning is insufficient for most firms. Responds to calls for a broadened role of marketing and synthesizes and extends research from organization behaviour and strategic management to the field of marketing to fuel further academic inquiry. Based on an extension of Chandler′s strategy‐structure‐performance paradigm, develops propositions on how the environment, organizational culture, strategy, and structure can affect a company′s use of interpartner learning and its effectiveness in learning through strategic alliances. Provides several managerial implications to help improve marketers′ abilities to compete effectively in today′s dynamic, global business environment.

Rights

'This article is © Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.'

Download

Share

COinS