Is market knowledge really useful to innovate and why are some companies able to use market knowledge to generate innovation and others are not? This paper try to address conceptually this issue, building on three different streams of research: market orientation and market knowledge, dynamic capabilities, and organizational memory. We first define the complex nature of market knowledge to show how its characteristics affect the way it can be used over time inside the company in order to innovate in a systematic way. In addition, we propose that different approaches towards market learning – that we call retrospective and forward-looking – might impact directly on innovation outcome. Implications are discussed with guidelines for future research.
Market learning capability: A framework to sustain innovation through market knowledge
CILLO, PAOLA
2003
Abstract
Is market knowledge really useful to innovate and why are some companies able to use market knowledge to generate innovation and others are not? This paper try to address conceptually this issue, building on three different streams of research: market orientation and market knowledge, dynamic capabilities, and organizational memory. We first define the complex nature of market knowledge to show how its characteristics affect the way it can be used over time inside the company in order to innovate in a systematic way. In addition, we propose that different approaches towards market learning – that we call retrospective and forward-looking – might impact directly on innovation outcome. Implications are discussed with guidelines for future research.
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
