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Elaborating the Role of Organizational Learning in Marketing Strategy Research

박정은|이성호
경영연구소 (Management Research Center)|2009.06|Seoul Journal of Business|제15권 제1호|pp. 3-25|DOI 10.35152/snusjb.2009.15.1.001

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키워드

Marketing strategyorganizational learningcompetitive advantagemarket-based learning

초록

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.

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.

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