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

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

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

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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