Entrepreneurial Orientation, Market Orientation and Firm Performance: The Mediator Role of Organizational Learning

Within the literature of marketing and management, little attention has focused on market orientation, entrepreneurial orientation and the performance through the mediator role of different types of organizational learning. This study argues that entrepreneurial orientation is positively related to the double loop learning and market orientation is positively related to the single loop learning, which affect the performance together. Different types of organizational learning have different effects on the efficiency, effectiveness and adaptability dimensions of performance. Organizational learning mediates the relationship between firm's business orientation and performance. The framework model is given and the managerial implication is discussed.