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dc.contributor.author Robert en_US
dc.contributor.author Tony en_US
dc.date.accessioned 2008-11-10T12:09:22Z
dc.date.available 2008-11-10T12:09:22Z
dc.date.issued 2005 en_US
dc.identifier http://dx.doi.org/10.1108/03090560510623271 en_US
dc.identifier.citation Morgan , R & McGuinness , T 2005 , ' The effect of market and learning orientation on strategy dynamics: The contributing effect of organisational change capability ' European Journal of Marketing , vol 39 , no. 11-12 , pp. 1306-1326 . , 10.1108/03090560510623271 en_US
dc.identifier.other PURE: 83079 en_US
dc.identifier.other dspace: 2160/992 en_US
dc.identifier.uri http://hdl.handle.net/2160/992
dc.description.abstract Purpose – The purpose of this research paper is to define a new construct, organisational change capability, which determines an organisation's effectiveness in implementing marketing strategy. Design/methodology/approach – A framework is constructed based on a dynamic concept of strategy, implying that strategy implementation is a process of effectively leading and managing incessant organisational change. The new construct is defined by analysis and synthesis of key sources in prior literature on leading and managing organisational change. Findings – The paper identifies organisational change capability as a distinctive new construct that integrates stages in leading and managing organisational change. The framework shows how the new construct relates to market orientation and learning orientation in jointly influencing the success of dynamic strategy outcomes. Research limitations/implications – The paper is conceptual, and requires empirical development. Practical implications – The paper helps an organisation to understand the nature of change capability, and its role in effectively implementing marketing strategy. Originality/value – The value of the paper lies in defining a new, distinctive construct that can be developed as an operational measure of an organisation's capability of effectively implementing marketing strategy. en_US
dc.format.extent 21 en_US
dc.relation.ispartof European Journal of Marketing en_US
dc.title The effect of market and learning orientation on strategy dynamics: The contributing effect of organisational change capability en_US
dc.contributor.pbl Aberystwyth University en_US
dc.contributor.pbl Centre for Research in Marketing en_US


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