Innovation, Market Orientation, and Organizational Learning: An Integration and Empirical Examination

Journal of Marketing, Vol. 62, pp. 42-54, July 1998

Posted: 21 Jun 2009 Last revised: 6 Sep 2010

See all articles by Robert F. Hurley

Robert F. Hurley

Fordham University - Gabelli School of Business

G. Tomas M. Hult

Michigan State University

Date Written: July 1, 1998

Abstract

Research on market orientation and organizational learning addresses how organizations adapt to their environments and develop competitive advantage. A significant void exists in current models of market orientation because none of the frameworks incorporates constructs related to innovation. The authors present a conceptual framework for incorporating constructs that pertain to innovation in market orientation research. Some of the critical relationships in this conceptual framework are tested among a sample of 9648 employees of 56 organizations in a large agency of the U.S. federal government. The results indicate that higher levels of innovativeness in the firms' culture are associated with a greater capacity for adaptation and innovation (number of innovations successfully implemented). In addition, higher levels of innovativeness are associated with cultures that emphasize learning, development, and participative decision making. The authors make recommendations for incorporating constructs related to innovation into research on market orientation and organziational learning.

Keywords: innovation, market orientation, organizational learning

JEL Classification: M31

Suggested Citation

Hurley, Robert F. and Hult, G. Tomas M., Innovation, Market Orientation, and Organizational Learning: An Integration and Empirical Examination (July 1, 1998). Journal of Marketing, Vol. 62, pp. 42-54, July 1998. Available at SSRN: https://ssrn.com/abstract=1423202

Robert F. Hurley

Fordham University - Gabelli School of Business ( email )

113 West 60th Street
Bronx, NY 10458
United States

G. Tomas M. Hult (Contact Author)

Michigan State University ( email )

East Lansing, MI 48824-1121
United States

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