EXPANDING THE ORGANIZATION'S SENSEMAKING CAPABILITY.

Effective strategic planning necessitates that the organization develop an understanding of the internal and external forces shaping the current situation. A key function of marketing is to inform and guide this sensemaking process. This study argues that an expanded sensemaking capability serves to increase the range of possible behaviors (i.e., strategic responses) and, ultimately, to enhance organizational performance. To explain this phenomenon, this study proposes to measure organizational sensemaking capability and model its determinants and consequences. [ABSTRACT FROM AUTHOR]