Learning with the market: Facilitating market innovation

Kaj Storbacka, Suvi Nenonen

Research output: Contribution to journalArticleScientificpeer-review

49 Citations (Scopus)

Abstract

This paper generates new insights into the market innovation process by merging literatures on higher-level learning and market shaping. The research shows that market learning expands the traditional organizational learning literature in three ways: it extends the unit of analysis from individual and organizational learning to inter-organizational learning; it implies a shift from adaptive to higher-level transformative learning; and it positions learning outcomes as changes in market-level properties rather than the mere cognitive developments of individual actors. A key contribution to the understanding of market learning is the development of a market-learning cycle framework that delineates the market-learning process into distinct phases. The framework structures the field in which focal actors with market driving strategies operate as they proactively engage other market actors during the different phases of the market-learning cycle. The usefulness of the framework is illustrated by a longitudinal case.
Original languageEnglish
Peer-reviewed scientific journalIndustrial Marketing Management
Volume44
Issue numberJanuary
Pages (from-to)73-82
Number of pages10
ISSN0019-8501
DOIs
Publication statusPublished - 2015
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management
  • Market innovation
  • Market driving strategy
  • Network learning
  • Market learning
  • KOTA2014

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