Rethinking market orientation through learning practices

Murray, Peter A. and Gray, David M. and Carter, Leanne and Miller, Karen W. (2012) Rethinking market orientation through learning practices. International Journal of Organisational Behaviour, 17 (3). pp. 8-32.

Abstract

The purpose of this paper is to rethink market orientation (MO) through learning practices. Organisational learning scholars prefer to categorise learning into modes, levels, and behaviours (Crossan & Berdrow 2003; Fiol & Lyles 1985; Miller 1996), which focuses research towards the type of management practices required for organisational success. Learning behaviour however is not the basis of market orientation. This research provides greater clarity about the role of learning in market orientation. Design/Methodology: Data was gathered from 202 Australian organisations through a web-based survey and analysed using PLS to test the relationships between learning behaviour and market orientation. The effects on MO on new product success, brand performance and innovation were also tested. Findings: The results indicate that method-based learning will be more evident for market driven behaviour. Conversely, emergent-based learning will be more evident for market driving behaviour. Both types of learning relate to market orientation (LTMO). Research Limitations/Implications: The relationship between LTMO and firm performance may not be easily generalised to other contexts and other managerial implications exist in relation to practice. Managers will need to consider folding learning behaviours into a marketed oriented culture. Originality/Value: It remains unclear both for scholars and practitioners how to unearth, create, and develop the type of marketing behaviours required for a firm to be either market driven or market driving and/or both. This paper examines the learning behaviours that underpin MO. It develops a new empirical model to test the idea that learning has a significant influence on market orientation.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: © P Murray, D Gray, L Carter & K Miller. Authors retain copyright of their own materials. The IJOB, however, requests authors to provide clearance that materials may be used for educational purposes.
Faculty / Department / School: Historic - Faculty of Business and Law - School of Management and Marketing
Date Deposited: 04 Jan 2013 07:29
Last Modified: 13 Dec 2017 05:57
Uncontrolled Keywords: market orientation; learning types; organisational learning
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150302 Business Information Systems
13 Education > 1303 Specialist Studies in Education > 130309 Learning Sciences
Socio-Economic Objective: B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910404 Productivity (excl. Public Sector)
E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910499 Management and Productivity not elsewhere classified
URI: http://eprints.usq.edu.au/id/eprint/22042

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