Article

Journal of the Academy of Marketing Science

, Volume 25, Issue 4, pp 305-318

A framework for market-based organizational learning: Linking values, knowledge, and behavior

  • James M. SinkulaAffiliated withthe School of Business Administration at the University of Vermont
  • , William E. BakerAffiliated withthe School of Business Administration at the University of Vermont
  • , Thomas NoordewierAffiliated withthe School of Business Administration at the University of Vermont

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Abstract

The authors review the concept of organizational learning and present a broad conceptual framework for its modeling. Within this framework, one specific process for market-based organizational learning is postulated. An empirical test of this model leads the authors to conclude that a more positive learning orientation (a value-based construct) will directly result in increased market information generation and dissemination (knowledge-based constructs), which, in turn, directly affects the degree to which an organization makes changes in its marketing strategies (a behavioral construct). Managerial implications are discussed.