engleski

Role of the Market Orientation in the Learning Company Context

Through the process of information and knowledge accumulation a company increases its ability to change its behavior to suit the consumers' needs. The importance of learning as a source of competitive advantage has given rise to the concept of a learning company as an organization, which has implemented systems, mechanisms and processes that increase its ability to achieve sustainable competitive advantages based on the results of learning on the individual, team and organizational level. While market orientation may lead to adaptive or single-loop learning about customers, competitors, and other constituents, it will not routinely lead to generative or double-loop learning unless accompanied by a strong learning orientation, which is created within the learning company. Learning orientation enables a company to challenge its present assumptions and underlying mental models. Such framework induces the process of experimentation on how a company could meet market expectations more effectively, enabling generative or transformational learning. In this context the learning approach, i.e. the transformation towards a learning company would likely enhance the effects of the market orientation and market information processing activities towards adaptive but also generative learning that has been cited as the true source of sustained competitive advantages.

market orientation; learning orientation; organizational learning; unlearning; learning company

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