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Constructive deviance as a driver for performance in retail
Mertens, Willem Recker, Jan Kummer, T.F. Kohlborn, T. Viaene, Stijn
Mertens, Willem
Recker, Jan
Kummer, T.F.
Kohlborn, T.
Viaene, Stijn
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Publication Type
Journal article
Editor
Supervisor
Publication Year
2016
Journal
Journal of Retailing and Consumer Services
Book
Publication Volume
30
Publication Issue
May
Publication Begin page
193
Publication End page
203
Publication Number of pages
Collections
Abstract
A growing body of research is concerned with deviance in the workplace. While much research has explored negative forms of deviance, we examine constructive deviance: behaviour that deviates from salient norms and benefits the reference group. We empirically explore manifestations, determinants and performance outcomes of constructive deviance in standardised work processes. We do this through a mixed-methods study in bakery trading departments of an Australian retailer. We illustrate that constructive deviance occurs in these settings and show that some manifestations of constructive deviance improve organisational performance and pave the way for applying constructive deviance as a strategic tool in retail.
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Keywords
Operations & Supply Chain Management