Organisational Change Capability, Learning and Entrepreneurship in Marketing Organisations
There are several different current research programmes that address issues related to organisational change, learning and entrepreneurship in marketing organisations. Examples include work on the effect of market orientation and learning orientation; research on entrepreneurial orientation and corporate entrepreneurship; and work on ‘entrepreneurial management’ that combines an entrepreneurial perspective on identifying and exploiting new opportunities with a strategic perspective on how to pursue and sustain competitive advantage. Until recently the above different research programmes have developed independently of each other, and also remain separate from the field of organisational change management, causing them to neglect important issues of how market-based organisational change can be implemented and sustained effectively.
This paper reviews and compares the key constructs and relationships of the different research programmes. It explores the possibility of greater integration of theoretical and empirical work on organisational change capability, learning and entrepreneurship in marketing organisations. Integration would resolve a potentially confusing array of overlapping constructs and conceptual frameworks dealing with essentially similar issues. In this respect the paper echoes the motivation of other recent work in marketing and strategic management.
Keywords: Organisational Change Capability, Organisational Learning, Corporate Entrepreneurship, Marketing Orientation
Mr Tony McGuinness
Senior Lecturer in Marketing, School of Management and Business, University of Wales, Aberystwyth
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The focus of his recent research is organisational change, dynamic capabilities and corporate entrepreneurship. It includes work that was awarded the 2003 William Darden Award for the Best Research Methodology Article at the US Academy of Marketing Science conference, and research papers published in the European Management Journal and the European Journal of Marketing.
Among his activities outside work are online chess and (offline) golf.
Ref: M06P0557