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Market Information Processing and Organizational Learning
James M. Sinkula
Journal of Marketing
Vol. 58, No. 1 (Jan., 1994), pp. 35-45
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1252249
Page Count: 11
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Our understanding of how organizations process market information can be advanced substantially on the basis of principles derived from models of organizational learning. Accordingly, the author examines the extant literature on organizational learning, proposes a hierarchy of market sense making, and provides research propositions that will enhance marketers' understanding of information processing and knowledge creation in organizations.
Journal of Marketing © 1994 American Marketing Association