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

This study examines the effect of individual differences in learning abilit y and other personal characteristics on group competitive thinking and dyna mic 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 findi ngs 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 sugges t several potentially fruitful streams of research. (C) 2001 Elsevier Scien ce B.V. All rights reserved.