Two Sides of the Sensing Capability

Herbert Endres; Gerrit H. van Bruggen

doi:10.5465/ambpp.2021.161

Two Sides of the Sensing Capability

Herbert Endres, Gerrit H. van Bruggen

Department of Marketing Management

Research output: Contribution to conference › Paper › Academic

Abstract

Many firms still fail to adapt to market changes. Reasons for this include managers' limited understanding of the role of specific market knowledge sources in sensing threats compared to sensing opportunities. This article addresses how different types of market knowledge sourcings affect sensing of threats in comparison to the sensing of opportunities. Furthermore, we link these relationships with revenue growth. We use survey data from top managers at 483 firms to test hypotheses and complement it with objective revenue growth data. We reveal that the type of knowledge sourcing influences the strategic interpretation of information about market changes.

Original language	English
DOIs	https://doi.org/10.5465/ambpp.2021.161
Publication status	Published - 2021
Event	81st Annual Meeting of the Academy of Management 2021: Bringing the Manager Back in Management, AoM 2021 - Virtual, Online Duration: 29 Jul 2021 → 4 Aug 2021

Conference

Conference	81st Annual Meeting of the Academy of Management 2021: Bringing the Manager Back in Management, AoM 2021
City	Virtual, Online
Period	29/07/21 → 4/08/21

Bibliographical note

Publisher Copyright:
© AoM 2021.All right reserved.

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.5465/ambpp.2021.161

Cite this

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Two Sides of the Sensing Capability

Abstract

Conference

Bibliographical note

UN SDGs

Access to Document

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Cite this