Organizational Improvisation
The convergence of planning and execution: Improvisation in new product development
Publication
, Chapter
Moorman, C; Miner, AS
January 1, 2003
The fields of marketing strategy in general and new product development in particular appear to assume that marketing strategy should occur by first composing a plan on the basis of a careful review of environmental and firm information and then executing that plan. In this article, we question this assumption by suggesting that there are cases when the composition and execution of an action converge in time so that, in the limit, they occur simultaneously. We define such a convergence of composition and execution as improvisation and suggest that the narrower the time gap between composing and performing (or planning and implementation), the more that act is improvisational.
Duke Scholars
DOI
ISBN
9780415261760
Publication Date
January 1, 2003
Start / End Page
257 / 290
Citation
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Moorman, C., & Miner, A. S. (2003). The convergence of planning and execution: Improvisation in new product development. In Organizational Improvisation (pp. 257–290). https://doi.org/10.4324/9780203361603-19
Moorman, C., and A. S. Miner. “The convergence of planning and execution: Improvisation in new product development.” In Organizational Improvisation, 257–90, 2003. https://doi.org/10.4324/9780203361603-19.
Moorman C, Miner AS. The convergence of planning and execution: Improvisation in new product development. In: Organizational Improvisation. 2003. p. 257–90.
Moorman, C., and A. S. Miner. “The convergence of planning and execution: Improvisation in new product development.” Organizational Improvisation, 2003, pp. 257–90. Scopus, doi:10.4324/9780203361603-19.
Moorman C, Miner AS. The convergence of planning and execution: Improvisation in new product development. Organizational Improvisation. 2003. p. 257–290.
DOI
ISBN
9780415261760
Publication Date
January 1, 2003
Start / End Page
257 / 290