Marketing Benchmarking, Triangulated Isomorphism, and Firm Strategy

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


The research outlines forces that threaten a firm’s ability to retain competences that lead to comparative advantage. We argue that resource specialization within competence creation can create resource lock-in which can make the firm vulnerable to interfirm casual ambiguity, intra-firm casual ambiguity, and reward system misalignment. Together, the three elements can result in a triangulated isomorphism which can decrease competence retention. Also, we posit that retention of competences in the presence of triangulated isomorphism results in a new product development focus on incremental (rather than radical) innovations. Discussion and conclusion ensue.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages11
StatePublished - 2017

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


  • Benchmarketing
  • Causal ambiguity
  • Competence
  • Isomorphism
  • Lock-in
  • Marketing strategy
  • Path dependent
  • Resource specialization
  • Reward systems
  • Transaction costs


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