Document Type

Conference publication

Publication details

Julian, CC, O'Cass, A & Weerawardena, J 2003, 'The effect of industry structure, learning and innovation on brand performance', A celebration of Ehrenberg and Bass: marketing knowledge, discoveries and contribution: Proccedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference, Adelaide, SA, 1-3 December, University of South Australia Press, Adelaide, SA, pp. 2365-2372. ISBN: 0868039837

Abstract

The conceptual framework presented here suggests that firms operating within a turbulent industry structure tend to build and nurture distinctive learning capabilities and these learning capabilities lead to innovation and superior brand performance. The results of the study suggest that market focused learning capability plays a key role in the hypothesized industry structure-innovation-performance relationship. It was found that senior managers perceptions of their industry’s turbulence influences learning and subsequently learning influences innovation which then influences performance.