Organizational research suggest that the way information is used is likely to be a function of the presence of organizational systems or processes, in addition to individual manager activities. It is suggested that firms vary their emphasis on certain organizational market information processes, such as information acquisition, information transmission, conceptual use of information, and instrumental use of information. It is argued that the emphasis is determined, in part, by the congruence, or fit, among an organization's cultural norms and values and theorizes that the presence of these organizational information processes affects new product outcomes.

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