The microfoundations of strategy: empirical explorations under conditions of environmental uncertainty

What is it about?

In this paper we explore how organizations can capture and utilize knowledge related to market changes by adopting various internal strategic orientations. We propose customer orientation, competitor orientation and technology orientation as 'microfoundations' of strategy. These strategic organizations help organizations create market knowledge routines, foster a market knowledge culture and build market knowledge stores that lead to higher perfomance.

Featured Image