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Responsiveness to Customers and Competitors: The Role of Affective and Cognitive Organizational Systems by Christian Homburg; Marko Grozdanovic; Martin Klarmann is a Business, Management and Accounting article available to read on EtoBox.

What is Responsiveness to Customers and Competitors: The Role of Affective and Cognitive Organizational Systems about?

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 customers 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 responsiveness is greater in firms with a low market share and in markets with low entry barriers for new competitors.

Who reads Responsiveness to Customers and Competitors: The Role of Affective and Cognitive Organizational Systems?

Author

Christian Homburg; Marko Grozdanovic; Martin Klarmann

Publisher

American Marketing Association; SAGE Publications (ISSN 0022-2429)

Published

2007

Language

EN

Field

Business, Management and Accounting (Social Sciences)