La recherche sur les organisations suggère que la manière dont l'information est utilisée est probablement fonction de la présence de systèmes ou de processus organisationnels, en plus des activités individuelles du dirigeant. L'auteur suggère que les entreprises font varier leur insistance sur certains processus organisationnels d'information de marché, comme l'acquisition, la transmission, l'utilisation conceptuelle, et l'utilisation instrumentale d'information. L'auteur soutient que l'insistance est déterminée, en partie, par la congruence, ou l'ajustement, parmi les normes culturelles et les valeurs d'une organisation et postule de manière théorique que la présence de ces processus organisationnels d'information influe sur les résultats d'un produit nouveau. Les résultats de l'étude indiquent que les clans dominent les autres cultures en ce qui concerne la prédiction des processus organisationnels d'information de marché, suggérant que les processus d'information sont fondamentalement des «processus des gens» qui engendrent l'engagement et la confiance parmi les membres de l'organisation. Les résultats ont des implications importantes pour équilibrer les orientations internes et externes à l'intérieur des entreprises. Les résultats indiquent également que les processus d'utilisation d'information, particulièrement ceux qui sont conceptuels par nature, sont de forts prédicateurs de la performance, de l'opportunité et de la créativité d'un produit nouveau, indiquant que l'avantage compétitif est étroitement lié aux activités d'utilisation d'information dans les entreprises.
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