文章基本信息

标题：Congruence of Market Orientation and Organizational Learning: Performance Perspective
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作者：Farhan Ahmed ; Naveda Kitchlew ; Sami Ullah Bajwa 等
期刊名称：Pakistan Journal of Commerce and Social Sciences
印刷版ISSN：1997-8553
出版年度：2018
卷号：12
期号：1
页码：309-329
语种：English
出版社：Johar Educational Society
摘要：The purpose of this study is to investigate the relationship between market orientation, organizational learning and organizational performance. The study follows quantitative research strategy and cross-sectional survey design to collect data from manufacturing firms operating in Pakistan. Regression analysis and structural equation modeling techniques are used to analyze data. Results indicate that both market orientation and organizational learning significantly affect organizational performance. Additionally, customer orientation and inter-functional coordination are also positively related with all dimensions of organizational learning. Competitor orientation is significantly related with only knowledge interpretation dimension of organizational learning. This research explains how customer knowledge and competitor knowledge is instrumental towards an organization’s learning behavior. This research is valuable to practitioners as they can learn how customer knowledge can provide them with multiple opportunities to create superior value. Similarly, competitor related knowledge is instrumental in drawing a competitive strategy to win customers. This paper is novel as it confirms market orientation as an antecedent of organizational learning. Furthermore, the paper explores significant implications of components of market orientation for organizational learning subprocesses.