Abstract

Market-driven firms stand out in their ability to continuously anticipate market opportunities and respond before their competitors. The market learning processes in these firms are distinguished by: open-minded inquiry based on the belief that all decisions are made from the market back; widespread information distribution that assures that relevant facts are available when needed; mutually informed mental models that guide interpretation and ensure that everyone pays attention to the essence and potential of the information; and an accessible memory of what has been learned. However, mastery of all the steps in the learning process is rare. Most firms suffer disabilities at one or more stages. Overcoming these learning disabilities and enhancing market learning competency is an important management challenge.