Business Commons^™

Market Orientation, Learning Orientation And Product Innovation: Delving Into The Organization's Black Box, William Baker, James Sinkula

William E. Baker

Many scholars now agree that market orientation is necessary, but not sufficient to facilitate the type of innovation that breeds long-term competitive advantage (cf. Dickson, 1996). In addition to a strong market orientation, a firm must also be able to institutionalize higher order learning processes, the type of learning that enables radical innovation. Recent research (cf. Baker and Sinkula, 1999) has empirically established a synergistic effect of market orientation and learning orientation on organizational performance. This paper attempts to add to the literature by offering a more complete theoretical explanation of how these two constructs interact to affect product innovation …

Training And Personal Development, Thomas M. Cavanagh, Kurt Kraiger

Thomas M. Cavanagh