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An Evolutionary theory of firm orientation: from its behavioral to its strategic manifestations

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Over the last decade, an evolutionary framework had been evolving in the firm orientation literature. However, because firm orientation is multi-faceted and has been studied from many perspectives, confusion exists around fundamental concepts. The authors propose that firm orientation (e.g. market orientation, technological orientation, etc.) comprises collective knowledge in the form of both business subcultures and organizational competencies. This paper also displays the vital interactions between the behavioral (i.e. organizational capabilities) and strategic (i.e. strategic orientation) manifestations of firm orientation. In fact, the identification of various strategic options are presented as direct implications of the distinction among the constructs related to firm orientation. Finally, the authors make recommendations for orienting future research, especially in terms of concept measurement.

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en

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application/pdf

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http://flora.insead.edu/fichiersti_wp/inseadwp2000/2000-09.pdf

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Copyright INSEAD. All rights reserved