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

  • James M. Sinkula
  • William E. Baker
  • Thomas Noordewier


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.


Mental Model Organizational Learning Organizational Action Market Orientation Market Information 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Academy of Marketing Science 1997

Authors and Affiliations

  • James M. Sinkula
    • 1
  • William E. Baker
    • 1
  • Thomas Noordewier
    • 1
  1. 1.the School of Business Administration at the University of VermontBurlington

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