Managing Capabilities

  • Hubert Gatignon
  • David Gotteland
  • Christophe Haon


Establishing an appropriate culture in which market-oriented behaviors can prosper is not sufficient (Gebhardt, Carpenter and Sherry 2006), and the creation of a market orientation is only the beginning. “The critical challenge for any business is to create the combination of culture and climate that maximizes organizational learning on how to create superior customer value in dynamic and turbulent markets, because the ability to learn faster than competitors may be the only source of sustainable competitive advantage” (Slater and Narver 1995, p. 63). The capabilities to be achieved should enable the organization to learn from information obtained and disseminated, including the ability to interpret acquired and distributed information (Huber 1991), in a “process through which information is given meaning and actions are chosen” (Daft and Weick 1984, p. 286). This prerequisite capability allows a firm to take advantage of its knowledge base to develop successful new products and services.


Absorptive Capacity Market Orientation Technological Capability Dynamic Capability External Knowledge 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Hubert Gatignon, David Gotteland and Christophe Haon 2016

Authors and Affiliations

  • Hubert Gatignon
    • 1
  • David Gotteland
    • 2
  • Christophe Haon
    • 2
  1. 1.INSEADSorbonne UniversitésFrance
  2. 2.Grenoble Ecole de ManagementFrance

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