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“Thinking” about business markets: A cognitive assessment of market awareness

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  • Bonney, Leff
  • Davis-Sramek, Beth
  • Cadotte, Ernest R.

Abstract

Current conceptualizations of marketing decision-making center on behavioral and cultural aspects of information flow and inter-functional coordination but neglect the cognitive, sense-making aspects of team decision-making. To fill this gap in existing business market literature, this study provides a cognitive based model of team market awareness. Drawing on theory related to entrepreneurial alertness, the paper develops constructs of management team awareness and symmetry of awareness distribution that are tested empirically. Results reveal that the management team's ability to perceive, comprehend and predict market elements (team market awareness) leads to higher firm performance. Further, the effect of team market awareness on team performance is strengthened when the team has asymmetric distribution of awareness, whereby a team's members have an accurate awareness of different market elements. Finally, team market awareness also has a stronger impact on team performance when the team has a high level of agreement on cross-functional tactics.

Suggested Citation

  • Bonney, Leff & Davis-Sramek, Beth & Cadotte, Ernest R., 2016. "“Thinking” about business markets: A cognitive assessment of market awareness," Journal of Business Research, Elsevier, vol. 69(8), pages 2641-2648.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:8:p:2641-2648
    DOI: 10.1016/j.jbusres.2015.10.153
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    1. Maynard, M. Travis & Falcone, Ellie C. & Petersen, Kenneth J. & Fugate, Brian S. & Bonney, Leff, 2020. "Conflicting paradigms in manufacturing and marketing decisions: The effects of situational awareness on team performance," International Journal of Production Economics, Elsevier, vol. 230(C).
    2. Oh, Ga-Eun (Grace) & Aliyev, Murod & Kafouros, Mario & Au, Alan Kai Ming, 2022. "The role of consumer characteristics in explaining product innovation performance: Evidence from emerging economies," Journal of Business Research, Elsevier, vol. 149(C), pages 713-727.
    3. Mahamadou Biga-Diambeidou & Maria Giuseppina Bruna & Rey Dang & L’Hocine Houanti, 2021. "Does gender diversity among new venture team matter for R&D intensity in technology-based new ventures? Evidence from a field experiment," Small Business Economics, Springer, vol. 56(3), pages 1205-1220, February.

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