A theoretical perspective of the antecedents and consequences of organizational learning in marketing channels

A theoretical framework for the study of organizational learning in marketing channels is developed in this article. The framework is based on: (1) the degrees of learning subprocesses and (2) the cognitive levels of learning. Task-specific, environmental, and organizational factors are also incorporated into the framework. Then, to help explain how marketing channels remember what they have learned, potential features of organizational memory are explored. On the basis of past research and a series of case studies, several propositions are developed to clarify the relationships between the various constructs. Finally, research directions are developed to guide future empirical testing of the theoretical framework advanced.