Artikel
Congruence of market orientation and organizational learning: Performance perspective
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 sub-processes.
- Language
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Englisch
- Bibliographic citation
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Journal: Pakistan Journal of Commerce and Social Sciences (PJCSS) ; ISSN: 2309-8619 ; Volume: 12 ; Year: 2018 ; Issue: 1 ; Pages: 309-329 ; Lahore: Johar Education Society, Pakistan (JESPK)
- Classification
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Wirtschaft
- Subject
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market orientation
customer orientation
competitor orientation
organizational learning
Inter-functional Coordination
knowledge acquisition
knowledge distribution
knowledge interpretation
- Event
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Geistige Schöpfung
- (who)
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Ahmed, Farhan
Kitchlew, Naveda
Sami Ullah Bajwa
Khuram Shahzad
- Event
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Veröffentlichung
- (who)
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Johar Education Society, Pakistan (JESPK)
- (where)
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Lahore
- (when)
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2018
- Handle
- Last update
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10.03.2025, 11:43 AM CET
Data provider
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Ahmed, Farhan
- Kitchlew, Naveda
- Sami Ullah Bajwa
- Khuram Shahzad
- Johar Education Society, Pakistan (JESPK)
Time of origin
- 2018
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