Study On The Relationship Among Market Orientation, Organizational Learning And Business Pefrormance

These years, with the deepening of economic integration and marketglobalization, enterprises are facing a more intense competition, and the humansociety is turning into a new era of economic growth-the knowledge economyera-because of the explosive spreading of information and knowledge. In order toeffectively use all kinds of information resources to get the company’s development,organizational learning is becoming a hot spot of the wide attention from academicsand managers. As the changing environment impacting on business performance, theimportance of market orientation is gradually realized and there are more and moreresearches on it.Based on the review of related researches, this study gets the model of marketorientation, organizational learning and business performance. With the samples fromnortheast of China, here is an empirical study on the relationship between marketorientation and business performance, and trying to test the mediating role oforganizational learning. The hypotheses are: market orientation positively influencesbusiness performance, market orientation positively influences organizationallearning, organizational learning positively influences business performance, andorganizational learning mediates the relationship between market orientation andbusiness performance.To test the above hypotheses, the author distributed400questionnaires in paperor online, and got252effective ones from the recycling of290with the effective rateof86.9%. Taking advantage of the SPSS18.0, we proved the mediating role oforganizational learning and got the following conclusions:Firstly, there is a significant positive impact of market orientation on businessperformance. Thus collecting the related market information effectively and sharingthem from department to department, a company can meet the demand of customers and deal with the competitors.Secondly, there is a significant positive impact of market orientation onorganizational learning. Market orientation would provide what should be learned andorganizational learning could turn the information into the real result.Thirdly, there is a significant positive impact of organizational learning onbusiness performance. Through organizational learning, a company could get themotive power to develop. The changing environment is calling the organizationallearning. Using the existing resources efficiently and seeking new skills and creatingnew value will finally get something.Fourthly, organizational learning plays the role of mediation on the relationshipbetween market orientation and business performance. For a company pursuing forgrowth, creating an organizational culture atmosphere for learning and takingadvantage of market orientation will finally improve the business performance.Besides, we gave some advice for the practice: clear the target market and getthe useful information, build an organizational culture atmosphere for learning, try tounderstand the market and win it and so on. At the end part, there is the limitation ofthe study and the outlook for future research.