The effect of organizational learning on (reactive) market orientation and strategic proactiveness

[Deutscher Titel: Die Wirkung organisationalen Lernens auf (reaktive) Marktorientierung und strategische Proaktivität (Text übersetzen: Deutsch)]

Paul Hughes, Robert E. Morgan, Yiannis Kouropalatis
Market knowledge diffusion and business performance
European Journal of Marketing, Year: 2008 Volume: 42 Issue: 11/12 Page: 1372 – 1395

Abstract: Purpose – Drawing on the burgeoning proactive market orientation literature and its role within the organizational learning-performance thesis, the aim of this aricle is to investigate further this nomological network.
Design/methodology/approach – The article adopts a market knowledge diffusion approach to examine the effect of organizational learning (a second-order construct composed of knowledge acquisition, information distribution, information interpretation, and organizational memory) on both (reactive) market orientation and strategic proactiveness. Thereafter, it identifies both the pattern of direct relationships between these constructs and business performance and those moderated by strategic market planning capabilities. Using data generated from European high technology SBUs, the article uses structural equation modelling to test these relationships.
Findings – It is found that organizational learning does significantly effect both proactive market orientation and strategic proactiveness. However, there is no direct effect of strategic proactiveness on business performance, but rather this relationship is mediated by market orientation. It is also found that strategic market planning capabilities moderate the market orientation-business performance relationship.
Originality/value – This study acknowledges the paradox that results from the potential conflict between two important elements of strategy: commitment and flexibility. The article contributes and expands on the existing research by adopting the strategic ambidexterity perspective, effectively considering the co-existence of commitment and flexibility and the associated positive performance implications.

Keywords: Business performance, Business planning, Knowledge management, Market orientation, Market research, Workplace training

Article Type: Research paper

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