Journal of the Academy of Marketing Science

, Volume 27, Issue 4, pp 411-427

First online:

The synergistic effect of market orientation and learning orientation on organizational performance

  • William E. BakerAffiliated withUniversity of Vermont
  • , James M. SinkulaAffiliated withUniversity of Vermont

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Although a large body of research theoretically asserts a positive relationship between market orientation and organizational performance, fewer empirical studies demonstrate it using multiple and varied organizational performance measures. Additionally, a series of recent studies have theoretically proposed, but not empirically demonstrated, that a firm’s learning orientation is likely to indirectly affect organizational performance by improving the quality of its market-oriented behaviors and directly influence organizational performance by facilitating the type of generative learning that leads to innovations in products, procedures, and systems. This empirical study supports all of these specific contentions and the more global notion that higher order learning processes may be critical in creating a sustainable competitive advantage in the firm.