The effects of sensing and seizing of market opportunities and reconfiguring activities on the organisational resource base
Lings, Ian, Wilden, Ralf, & Gudergan, Siegfried (2009) The effects of sensing and seizing of market opportunities and reconfiguring activities on the organisational resource base. In Proceedings of Australian and New Zealand Marketing Academy Conference 2009, ANZMAC, Melbourne, Victoria.
This study has important implications for marketing theory and practice. In an era of turbulent market environments, the organisational ability to sense and seize market opportunities and to reconfigure the resource base accordingly, has significant effects on performance. This paper uses a dynamic capability framework to explain more explicitly the intricacies of the relationship between sensing and seizing of market opportunities and reconfiguring the resource base (i.e. dynamic capabilities) and the resource base. We investigate how the attributes of dynamic capability deployment, timing, frequency and speed, influence the resource base. We test the proposed framework using survey data from 228 large organisations. Findings show that the timing and frequency of dynamic capability deployment have significant effects on the resource base.
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|Item Type:||Conference Paper|
|Keywords:||Dynamic Capabilities, Market Turbulence, Market Sensing, Marketing Strategy, Resources|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2009 [please consult the authors]|
|Deposited On:||17 Jan 2010 22:26|
|Last Modified:||29 Feb 2012 14:02|
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