Innovation, market orientation, and organizational learning: An integration and empirical examination

Hurley, Robert F.; Hult, G. Tomas M.

doi:10.1177/002224299806200303

Cited by 3,971Innovation and Knowledge ManagementOrganizational Learning and LeadershipOrganizational Management and Innovation

Innovation, market orientation, and organizational learning: An integration and empirical examination

Hurley, Robert F., Hult, G. Tomas M.·1998·Journal of Marketing

DOI 10.1177/002224299806200303

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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 from 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 organizational learning.

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Firms interested in innovating will focus on activities that improve their capacity to do so.
“Firms interested in innovating will focus on activities that improve their capacity to do so (Hurley & Hult, 1998).”
From Digitalization, business models, and SMEs: How do business model innovation practices improve performance of digitalizing SMEs? (2019) · cites this paper as Hurley & Hult, 1998
Innovativeness orientation can have a positive effect on business performance as innovativeness translates into development of competitive advantage.
“Innovativeness orientation can have a positive effect on business performance as innovativeness translates into development of competitive advantage (Hult et al., 2004;Hurley & Hult, 1998).”
From Digitalization, business models, and SMEs: How do business model innovation practices improve performance of digitalizing SMEs? (2019) · cites this paper as Hurley & Hult, 1998
The resources and characteristics of the firm influence the capacity dimension of innovativeness.
“In general, the resources and characteristics of the firm have been shown to influence the capacity dimension of innovativeness (Hurley & Hult, 1998).”
From Digitalization, business models, and SMEs: How do business model innovation practices improve performance of digitalizing SMEs? (2019) · cites this paper as Hurley & Hult, 1998

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Innovation Dynamics In Innovative Organizations: Innovative Culture, Learning Orientation And Market Orientation
Ömür, G. A. (2020)

Authors: Hurley, R. F., & Hult, G. T. M.
Affiliations: Fordham University (US)
Florida State University (US)
ORCID: Hult, G. Tomas M.
Venue: Journal of Marketing
Publisher: SAGE Publications
Published: 1998-07
Volume: 62
Issue: 3
Pages: 42-54
ISSN: 0022-2429 (ISSN-L)
1547-7185
DOI: 10.1177/002224299806200303
OpenAlex: W3124612129
Cited by: 3,971
References: 75
Citations by year: 2026: 72 · 2025: 93 · 2024: 108 · 2023: 149 · 2022: 174 · 2021: 189 · 2020: 235 · 2019: 246 · 2018: 203 · 2017: 201 · 2016: 237 · 2015: 259 · 2014: 235 · 2013: 244 · 2012: 231
FWCI: 93.49
Type: journal article
Language: en
Open access: closed
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Marketing (publishedVersion)
Topics: Social Sciences › Business, Management and Accounting › Strategy and Management › Innovation and Knowledge Management
Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Organizational Learning and Leadership
Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Organizational Management and Innovation
Keywords: market orientation, organizational learning, innovation, organizational culture, adaptive capacity, competitive advantage, participative decision-making, workplace learning, federal agencies

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Innovation, market orientation, and organizational learning: An integration and empirical examination

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