Market Orientation and Learning Orientation in Improving Innovativeness and Organizational Performance of Medium Sized Industrial Businesses

Abstract

The purposes of this research were to develop and examine the goodness of fit of a causal model market orientation and learning orientation effecting Innovativeness and organizational performance of medium sized industrial businesses to the empirical data

The research findings were as follows :

A causal model market orientation and learning orientation effecting innovativeness and organizational performance of medium sized industrial businesses fitted to the empirical data. Indicated by the Chi-square = 53.221, p = 0.079, df = 40, GFI = 0.970, AGFI = 0.932 and RMR = 0.009. The variables that direct affect organizational performance the most was learning orientation, next was innovativeness and market orientation respectively. And the variables that direct affect innovativeness are market orientation and learning orientation respectively.

The variables in the model accounted for 94%, 72% and 47% of organizational performance, innovativeness and learning orientation respectively.