Publication Type

Journal Article

Version

publishedVersion

Publication Date

4-2008

Abstract

PurposeThe purpose of this paper is to review the organizational learning, market orientation and learning orientation concepts, highlight the importance of market knowledge to organizational learning and recommend ways in adopting a market‐based approach to organizational learning.Design/methodology/approachThe extant organizational learning and market orientation literature was reviewed, and the salient points on how adopting a market‐based approach to organizational learning promotes competitive advantage are discussed.FindingsOrganizational behavior scholars have devoted a lot attention on the factors and conditions affecting organizational learning. The end outcome, of course, is to improve organizational performance. Marketing scholars, on the other, focused on the effect of market orientation on organizational performance. Regardless of the different perspectives, both disciplines agree that an organization's long‐term survival depends on its ability to generate new knowledge and continuously learn from the external environment.Practical implicationsThe paper offers recommendations to practicing managers ways to combine market and learning orientation for organizational learning which can lead to sustained competitive advantage.Originality/valueThe paper provides a fresh perspective on how organizational learning is enhanced by acquiring, disseminating and utilizing market knowledge that is externally focused on customers and competitors.

Keywords

Learning Organizations, Market Orientation

Discipline

Management Information Systems | Organization Development

Research Areas

Information Systems and Management

Publication

Learning Organization, The

Volume

15

Issue

3

First Page

240

Last Page

250

ISSN

0969-6474

Identifier

10.1108/09696470810868864

Publisher

Emerald

Additional URL

https://doi.org/10.1108/09696470810868864

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