Journal of the Academy of Marketing Science

, 25:305

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

Authors

  • James M. Sinkula
    • the School of Business Administration at the University of Vermont
  • William E. Baker
    • the School of Business Administration at the University of Vermont
  • Thomas Noordewier
    • the School of Business Administration at the University of Vermont
Article

DOI: 10.1177/0092070397254003

Cite this article as:
Sinkula, J.M., Baker, W.E. & Noordewier, T. J. of the Acad. Mark. Sci. (1997) 25: 305. doi:10.1177/0092070397254003

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.

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Copyright information

© Academy of Marketing Science 1997