Market and Learning Orientations: Interdependence, Complementarity

Eduardo Botti Abbade


This study investigates the relationship between the dimensions of Market Orientation (MO), Learning Orientation (LO) and Organizational Performance (OP) of Micro, Small and Medium Enterprises (MSMEs) in the region of Santa Maria / RS. It was conducted a survey with the voluntary participation of 83 micro, small and medium businesses of Santa Maria and its region adopting structured data collection instrument with MARKOR scale and learning orientation scale. It was developed a structural model of reference that was also estimated by PLS (Partial Least Squares) and the adoption of bootstrapping technique. The results suggest that there is a high interdependence between the dimensions of the three dimensions of MO. Thus, evidences suggest that there is a strong interdependence between the three dimensions of LO. However, the relationship between the dimensions of LO and MO are less significant. Also, results suggest the absence of significant relationship between responsiveness and OP. On the other hand, the dissemination of intelligence impacts positively and significantly on the OP.


Organizational Learning; Partial Least Squares; MARKOR Scale; Strategy.


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