The effect of individual learning on competitive decision-making and firm performance

Abstract

This study examines the effect of individual differences in learning ability and other personal characteristics on group competitive thinking and dynamic marketing decision-making. The learning ability of the “best” member of management teams was found to be most closely related to firm performance. Moreover, this effect was strongest for the “best” member as identified by peer ratings (by other team members) rather than self-ratings. These findings suggest that, over time, the best individual mental models often become visible to group members and influence group performance. The results have important implications for marketing management decision-making and suggest several potentially fruitful streams of research.