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Does Success Diminish Competitive Responsiveness? Reconciling Conflicting Perspectives

University of South Carolina

Rajan Varadarajan

Texas A&M University

Previous research provides conflicting evidence of the association between the past performance of a business and its competitive responsiveness, with researchers observing both positive and negative relationships. To clarify this issue, the authors test a model using survey data from the retailing industry. The model delineates direct and indirect mediated paths through ability to respond, motivation to respond, and awareness of competitors'actions to show how past performance can have both positive and negative influence on competitive responsiveness. However, the overall impact of past performance of an organization on its competitive responsiveness is positive. The implications of these findings for research, practice, and theory are discussed.

Key Words: competitive responsiveness • consequences of past performance • organizational learning • organizational complacency

Journal of the Academy of Marketing Science, Vol. 34, No. 3, 284-294 (2006)
DOI: 10.1177/0092070304272406


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