The effects of flexible firm orientations on market information use: intended and unintended consequences

摘要: The current business environment, characterized by rapidly shifting marketplace conditions, is pushing firms to create flexible organizational orientations. At the same time, in order respond effectively market managers throughout firm must be willing and able disseminate research designed alert shifts conditions. However, little work has focused on how creating a orientation affects way disseminated used. This article reports findings of study enhance our knowledge this area. suggests that attempting flexibility can lean toward an innovation (encouraging new ideas) or speed rapid response). also which have innovative tend use consistent with research. On other hand, ...