Making sense of a market information system for superior performance: The roles of organizational responsiveness and innovation strategy |
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Authors: | Yinghong Wei [Author Vitae] Qiong Wang [Author Vitae] |
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Institution: | a Department of Marketing, Spears School of Business, Oklahoma State University, North Greenwood Ave., Tulsa, OK 74106, United Statesb Department of Marketing, Smeal College of Business, Pennsylvania State University, University Park, PA 16802-3007, United States |
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Abstract: | This article conceptualizes the relationships among strategic resources, strategic actions, and consequent performance by incorporating the strategic sense-making perspective into the resource-based view. Specifically, the study suggests that the firm can use both market-driven strategic actions such as organizational responsiveness and market-driving strategic actions such as innovation strategy to make sense of strategic resources such as a market information system. The firm can then translate the strategic resources into a competitive marketing advantage, which leads in turn to superior financial performance. The study tests this framework by surveying 180 manufacturing firms in China. The empirical results support the theoretical framework. |
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Keywords: | Strategic actions Strategic resources Market information system Organizational responsiveness Innovation strategy Resource-based view Competitive marketing advantage |
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