Learning during New Banking Service Development

It has often been advocated that successful new service (product) development groups should bind into a cohesive unit, sharing a common direction and vision. This suggests close connections and communication between members of the department. The authors conducted two communication network studies to examine the impact of interpersonal communication (i.e., within team, cross team, and cross company) on market and technological learning during new financial service development within the marketing department of banks. They conclude that close cooperation, signified by a strong integration and a central position within the communication network, could be detrimental for learning activities. For service innovation management, the biggest challenge seems to be the preservation of heterogeneity and diversity among individuals and groups both within and across the marketing department to ensure learning. Both boundary-spanning communication and the presence of individuals within loosely coupled marketing networks seem effective communication conditions to obtain a rich learning environment.

[1]  R. Barker,et al.  The Role of Communication in Creating and Maintaining a Learning Organization: Preconditions, Indicators, and Disciplines , 1998 .

[2]  Cognitive Networks of Services , 1998 .

[3]  William E. Souder,et al.  Context and Antecedents of Information Utility at the R&D/Marketing Interface , 1996 .

[4]  Peter H. Reingen,et al.  Microcultural Analysis of Variation in Sharing of Causal Reasoning about Behavior , 1996 .

[5]  Dawn Iacobucci,et al.  Commercial and Interpersonal Relationships; Using the Structure of Interpersonal Relationships to Understand Individual-to-Individual, Individual-to-Firm, and Firm-to-Firm Relationships in Commerce , 1996 .

[6]  D. Iacobucci,et al.  Multiple Levels of Relational Marketing Phenomena , 1996 .

[7]  Luis Araujo,et al.  Networks in Socioeconomic Systems: A Critical Review , 1996 .

[8]  Peter H. Reingen,et al.  A Network Perspective on Crossing the Micro-Macro Divide in Consumer Behavior Research , 1996 .

[9]  Alberto Marcati.  Brand Switching and Competition: A Behavior-Oriented Approach to Better Identify the Structure of the Market , 1996 .

[10]  David T. Wilson,et al.  Managed Networks: Creating Strategic Advantage , 1996 .

[11]  Faïz Gallouj,et al.  New modes of innovation: How services benefit industry , 1995 .

[12]  John C. Narver,et al.  Market Orientation and the Learning Organization , 1995 .

[13]  Constance E. Helfat,et al.  Evolutionary trajectories in petroleum firm R&D , 1994 .

[14]  R. Keller,et al.  Technology-Information Processing Fit and the Performance of R&D Project Groups: A Test of Contingency Theory , 1994 .

[15]  Yoram Wind,et al.  Marketing and Social Networks , 1994 .

[16]  Jonathan K. Frenzen,et al.  Structure, Cooperation, and the Flow of Market Information , 1993 .

[17]  Stanley Wasserman,et al.  Social Network Analysis , 1993 .

[18]  Ulrike de Brentani.  The New Product Process in Financial Services: Strategy for Success , 1993 .

[19]  Daniel Berg,et al.  Management of technology in the service sector: Practices in the banking industry , 1993 .

[20]  B. Kogut,et al.  Knowledge of the Firm, Combinative Capabilities, and the Replication of Technology , 1992 .

[21]  William E. Souder,et al.  INTEGRATING MARKETING AND R&D PROJECT PERSONNEL WITHIN INNOVATION PROJECTS: AN INFORMATION UNCERTAINTY MODEL* , 1992 .

[22]  William Richards,et al.  Nonrespondents in Communication Network Studies , 1992 .

[23]  S. Mezias,et al.  An Organizational Learning Model of Convergence and Reorientation , 1992 .

[24]  J. Pennings,et al.  The diffusion of technological innovation in the commercial banking industry , 1992 .

[25]  Diana Stork.  A longitudinal study of communication networks: Emergence and evolution in a new research organization , 1991 .

[26]  G. Huber.  Organizational Learning: The Contributing Processes and the Literatures , 1991 .

[27]  Chris Storey,et al.  Success Factors for New Consumer Financial Services , 1991 .

[28]  Peter H. Reingen,et al.  Sociocognitive Analysis of Group Decision Making among Consumers , 1990 .

[29]  M. Stone,et al.  Competitive Strategies in Banking Services – Implications of Segmentation Analysis of Consumers by Age Groups , 1990 .

[30]  Jonathan K. Frenzen,et al.  Purchasing Behavior in Embedded Markets , 1990 .

[31]  Kim B. Clark,et al.  Architectural Innovation: The Reconfiguration of Existing Product Technologies and the Failure of , 1990 .

[32]  Daniel A. Levinthal,et al.  ABSORPTIVE CAPACITY: A NEW PERSPECTIVE ON LEARNING AND INNOVATION , 1990 .

[33]  S. Barley.  The alignment of technology and structure through roles and networks. , 1990, Administrative science quarterly.

[34]  Richard W. Scamell,et al.  The effect of information sources and communication channels on the diffusion of innovation in a data base development environment , 1990 .

[35]  Peter H. Reingen,et al.  Social Ties and Word-of-Mouth Referral Behavior , 1987 .

[36]  Richard L. Daft,et al.  Organizational information requirements, media richness and structural design , 1986 .

[37]  Gilbert A. Churchill,et al.  Relationships among research design choices and psychometric properties of rating scales: A meta-analysis. , 1986 .

[38]  H. Thorelli.  Networks: Between Markets and Hierarchies , 1986 .

[39]  J. Utterback,et al.  Uncertainty and Technical Communication Patterns , 1985 .

[40]  J. Berge,et al.  A family of association coefficients for metric scales , 1985 .

[41]  Peter H. Reingen,et al.  Brand Congruence in Interpersonal Relations: A Social Network Analysis , 1984 .

[42]  James M. Utterback,et al.  The Effects of Communication on Technological Innovation , 1984 .

[43]  R. Daft,et al.  Toward a Model of Organizations as Interpretation Systems , 1984 .

[44]  P. Shrivastava.  A TYPOLOGY OF ORGANIZATIONAL LEARNING SYSTEMS , 1983 .

[45]  R. Katz,et al.  Investigating the Not Invented Here (NIH) syndrome: A look at the performance, tenure, and communication patterns of 50 R & D Project Groups , 1982 .

[46]  Paul D. Berger,et al.  An Analysis of Utilization Differences for Scientific and Technical Information , 1980 .

[47]  Noel M. Tichy,et al.  Network Analysis in Organizational Settings , 1979 .

[48]  M. Tushman.  Work Characteristics and Subunit Communication Structure: A Contingency Analysis. , 1979 .

[49]  Gilbert A. Churchill.  A Paradigm for Developing Better Measures of Marketing Constructs , 1979 .

[50]  R. Duncan.  Organizational Learning : Implications for organizational design , 1979 .

[51]  P. S. Nagpaul,et al.  Communication patterns in small R & D projects , 1978 .

[52]  M. Tushman.  Special Boundary Roles in the Innovation Process. , 1977 .

[53]  J. Donnelly.  Marketing Intermediaries in Channels of Distribution for Services , 1976 .

[54]  J. M. Utterback,et al.  A longitudinal study of communication in research: Technical and managerial influences , 1975, IEEE Transactions on Engineering Management.

[55]  T. Connolly,et al.  Communication nets and uncertainty in R & D planning , 1975, IEEE Transactions on Engineering Management.

[56]  Roy Rothwell,et al.  The role of communications in technological innovation , 1973 .

[57]  Mark S. Granovetter.  The Strength of Weak Ties , 1973, American Journal of Sociology.

[58]  Stephen I. Cohen,et al.  Information Flow in Research and Development Laboratories. , 1969 .

[59]  T. Allen,et al.  Criteria used by research and development engineers in the selection of an information source. , 1968, The Journal of applied psychology.