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Overcoming stickiness: An empirical investigation of the role of the template in the replication of organizational routines

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  • Gabriel Szulanski

    (INSEAD, Department of Strategy and Management, 1 Ayer Rajah Avenue, Singapore 138676, Singapore)

  • Robert J. Jensen

    (Marriott School, Brigham Young University, Department of Organizational Leadership and Strategy, 772 TNRB, Provo, UT 84602, USA)

Abstract

Knowledge assets are fundamental sources of competitive advantage. Accordingly, the prosperity of firms is increasingly predicated on their ability to mobilize those assets so that they can be properly exploited. Yet, valuable knowledge assets are often complex, intangible, and tacit organizational attributes embedded in organizational routines and are hard to mobilize. Thus, the reality of knowledge transfer rarely lives up to expectations. A central tenet in viewing transfers of knowledge as the replication of organizational routines is the importance of the template. We hypothesize that a template, i.e. a working example, is essential in replicating knowledge assets effectively. In this paper, we explore this hypothesis with a case study that takes the form of a naturally occurring, repeated-treatment quasi-experiment. The 'treatment,' in this case, is determined by the use of a template that serves to guide the replication. The extent of stickiness in the transfer of marketing practices is then observed. The setting is Rank Xerox, the European subsidiary of Xerox. The unfolding of this experiment was closely monitored over an eight-year period. The findings support the hypothesized impact of the template on stickiness. The findings suggest also that the template serves also a persuasive role that is not articulated in the original theoretical portrayal of replication. Moreover the results suggest an actionable lever to overcome difficulty, i.e. an actionable lever to enhance the utilization of scarce, hard to transfer knowledge assets. Copyright © 2004 John Wiley & Sons, Ltd.

Suggested Citation

  • Gabriel Szulanski & Robert J. Jensen, 2004. "Overcoming stickiness: An empirical investigation of the role of the template in the replication of organizational routines," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 25(6-7), pages 347-363.
    • Handle: RePEc:wly:mgtdec:v:25:y:2004:i:6-7:p:347-363
    DOI: 10.1002/mde.1195
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    1. Giada Baldessarelli & Nathalie Lazaric & Michele Pezzoni, 2022. "Organizational routines: Evolution in the research landscape of two core communities," Post-Print halshs-03718851, HAL.
    2. Sanders, Christina Butler & Steward, Michelle D. & Bridges, Sheri, 2009. "Facilitating knowledge transfer during SOX-mandated audit partner rotation," Business Horizons, Elsevier, vol. 52(6), pages 573-582, November.
    3. Aspara, Jaakko, 2011. "Documentation and continuous development of processes for customer management: Implications for profitable growth," Australasian marketing journal, Elsevier, vol. 19(4), pages 267-280.
    4. Giada Baldessarelli & Nathalie Lazaric & Michele Pezzoni, 2022. "Organizational routines: Evolution in the research landscape of two core communities," Journal of Evolutionary Economics, Springer, vol. 32(4), pages 1119-1154, September.
    5. Roberto Grandinetti, 2022. "A Routine-Based Theory of Routine Replication," Sustainability, MDPI, vol. 14(14), pages 1-23, July.
    6. Tan, Danchi & Mahoney, Joseph T., 2005. "The Dynamics of Japanese Firm Growth in U.S. Industries: The Penrose Effect," Working Papers 05-0121, University of Illinois at Urbana-Champaign, College of Business.
    7. Dehua Gao & Flaminio Squazzoni & Xiuquan Deng, 2018. "The Intertwining Impact of Intraorganizational and Routine Networks on Routine Replication Dynamics: An Agent-Based Model," Complexity, Hindawi, vol. 2018, pages 1-23, November.
    8. Constantin BRATIANU & Ivona ORZEA, 2012. "Organizational Knowledge Creation In The Perspective Of Sustainable Development," Review of General Management, Spiru Haret University, Faculty of Management Brasov, vol. 15(1), pages 13-21, Mai.
    9. Kandora Marcin, 2018. "Managing Reverse Knowledge Flows in Routine Replication Programs: The Case of Global Manufacturing ERP Template Rollout," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 26(2), pages 47-75, June.
    10. Helmut M. Dietl & Markus Lang & Eric Lucas & Dirk Martignoni, 2012. "Learning Through Inaccurate Replication," Working Papers 312, University of Zurich, Department of Business Administration (IBW).
    11. Gibb, Jenny & Sune, Albert & Albers, Sascha, 2017. "Network learning: Episodes of interorganizational learning towards a collective performance goal," European Management Journal, Elsevier, vol. 35(1), pages 15-25.
    12. Hallin, Christina & Holm, Ulf & Sharma, Dharma Deo, 2011. "Embeddedness of innovation receivers in the multinational corporation: Effects on business performance," International Business Review, Elsevier, vol. 20(3), pages 362-373, June.
    13. Łukasik Paweł, 2019. "Creative Industries and Knowledge Replication," Management Sciences. Nauki o Zarządzaniu, Sciendo, vol. 24(3), pages 10-15, September.
    14. Jonathan Brookfield & Ren-Jye Liu, 2005. "The Internationalization of a Production Network and the Replication Dilemma: Building Supplier Networks in Mainland China," Asia Pacific Journal of Management, Springer, vol. 22(4), pages 355-380, December.
    15. Yukika Awazu & Stefania Mariano & Sue Newell, 2019. "The mediating role of artifacts in position practice at work: Examples from a project-based context," Post-Print hal-02110757, HAL.
    16. Benedikt Schnellbächer & Sven Heidenreich, 2020. "The role of individual ambidexterity for organizational performance: examining effects of ambidextrous knowledge seeking and offering," The Journal of Technology Transfer, Springer, vol. 45(5), pages 1535-1561, October.
    17. Danchi Tan & Joseph T. Mahoney, 2007. "The dynamics of Japanese firm growth in U.S. Industries: The Penrose effect," Management International Review, Springer, vol. 47(2), pages 259-279, March.
    18. Luciana D’Adderio, 2014. "The Replication Dilemma Unravelled: How Organizations Enact Multiple Goals in Routine Transfer," Organization Science, INFORMS, vol. 25(5), pages 1325-1350, October.
    19. Andrea Furlan & Roberto Grandinetti, 2018. "Can routines be inherited? A microfoundational approach to spinoffs," "Marco Fanno" Working Papers 0217, Dipartimento di Scienze Economiche "Marco Fanno".

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