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Constructive deviance as a driver for performance in retail
Affiliation:1. Queensland University of Technology, Vlerick Business School, 2 George Street, P Block Level 8, Brisbane, QLD 4000, Australia;2. Queensland University of Technology, 2 George Street, P Block Level 8, Brisbane, QLD 4000, Australia;3. Griffith University, Gold Coast Campus, Parklands Drive, Southport, QLD 4215, Australia;4. Woolworths Ltd., 1 Woolworths Way, Bella Vista, NSW 2153, Australia;5. Vlerick Business School, KU Leuven, Vlamingenstraat 83, 3000 Leuven, Belgium;1. IUT de Colmar (University of « Haute-Alsace »), Research fellow at the Beta UMR 7522, Professional contact: 34 rue du Grillenbreit BP 50568, 68008 Colmar cedex, France;2. EM Strasbourg Business School (Strasbourg University), Professional contact: 61, avenue de la Forêt-Noire, 67085 Strasbourg Cedex, France;1. Virginia Polytechnic Institute & State University, Department of Marketing, Blacksburg, VA 24061-0236, USA;2. Yonsei University, School of Business, Seodaemun-gu, Seoul 120-749, South Korea;3. Duksung Women’s University, Department of Business Administration, Seoul, South Korea;4. Independent Researcher, Redmond, WA 98052, USA;5. American Chemical Society, Washington, DC 20036, USA;6. Bilkent University, Faculty of Business Administration, Bilkent, 06800 Ankara, Turkey;1. Università Cattolica del Sacro Cuore, sede di Piacenza Facoltà di Economia e Giurisprudenza, Dipartimento di Scienze Economiche e Sociali Italy;2. Università degli Studi di Parma Dipartimento di Economia Italy
Abstract:A growing body of research is concerned with deviance in the workplace. While much research has explored negative forms of deviance, we examine constructive deviance: behaviour that deviates from salient norms and benefits the reference group. We empirically explore manifestations, determinants and performance outcomes of constructive deviance in standardised work processes. We do this through a mixed-methods study in bakery trading departments of an Australian retailer. We illustrate that constructive deviance occurs in these settings and show that some manifestations of constructive deviance improve organisational performance and pave the way for applying constructive deviance as a strategic tool in retail.
Keywords:Constructive deviance  Workplace deviance  Psychological empowerment  Mixed methods  Positive organisational scholarship
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