Organizational learning and online consumer information services

Abstract

Points out that more and more businesses are creating home pages, electronic catalog sheets, and Web sites that allow organizations and households to learn about the firm’s goods and services. Derives how these activities are precipitating a new wave of organizational learning from the application of two well‐accepted constructs. Gives accounts of companies using online consumer information services (OLCISs) to respond both tactically and strategically. Claims creative thinking is required since OLCISs that enhance customer satisfaction also make it easier for competitors to conduct intelligence gathering and (dis)information campaigns. Considers the results from a survey of expert opinion which indicate that firms in the middle of channels of distribution need to increase organizational learning since intermediaries are especially vulnerable to OLCIS‐facilitated “bypassing”. Provides specific suggestions for business persons (and academicians) faced with responding to these changes, for deliberate, phased involvement with OLCISs. Proposes a forum in order to enhance the dissemination of learning taking place in organizations.