Responsiveness to Customers and Competitors : The Role of Affective  

Oleh:

Homburg, Christian ; Grozdanovic, Marko ; Klarmann, Martin

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 71 no. 3 (Jul. 2007), page 18-38.
Topik: competitors; customers; competitors; cognitive organizational systems

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.12 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Quick responses to environmental changes have become a vital success factor for today's companies. This study aims to identify the differential mechanisms that drive responsiveness to customers and responsiveness to competitors. In particular, the authors propose a conceptual framework that distinguishes between a cognitive and an affective organizational system as two important antecedents of organizational responsiveness. The results from a large - scale, cross - industry study show that the affective organizational system is more important in driving responsiveness to customer and that the cognitive organizational system is more important in driving responsiveness to competitors. Moreover, the relative importance of the cognitive system as a driver of responsivenss is greater in firms with a low market share and in markets with low entry barriers for new competitors. Moreover, the relative importance of the cognitive system as a driver of responsiveness is greater in firms with a low market share and in markets with low entry barriers for new competitors.

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