Over the past ten years, a substantial amount of systematic research has been done on the determinants of and impediments to knowledge utilization within organizations (Diamantopoulos and Souchon 1996; Menon and Varadarajan 1992; Sinkula 1994; Sinkula, Baker, and Noordewier 1997). This work has been motivated by the realization that success in an intensely competitive global business environment hinges on better and effective use of information. Indeed, information as a source of sustainable competitive advantage and therefore success in the global marketplace has risen to the forefront in debates on the global competitiveness of specific industries and markets.