Extensive research has documented how firms' learning orientation and memory are related to organizational performance. The objective of this study is to examine the moderating role of turbulence on the relationships between firms' learning orientation and memory and their organizational performance and innovativeness. The study also provides insight into the differential relationships of firms' learning orientation and memory to their performance and innovativeness. Using survey data collected from 200 supply management professionals, the results suggest that the extent to which learning and memory are associated with organizational performance is contingent on the level of environmental turbulence. Specifically, under low environmental turbulence, learning orientation and organizational memory appear to be related to performance and innovativeness; however, under high environmental turbulence, only learning orientation is a useful predictor.
Anderson, Philip and Michael L. Tushman. 1990. “Technological Discontinuities and Dominant Designs: A Cyclical Model of Technological Change.”Administrative Science Quarterly35 (December): 604-633.
2.
Baker, William E. and James M. Sinkula. 1999a. “Learning Orientation,Market Orientation, and Innovation: Integrating and Expanding Models of Organizational Performance.”Journal of Market Focused Management4: 295-308.
3.
Baker, William E. and James M. Sinkula. 1999b. “The Synergistic Effect of Market Orientation and Learning on Organizational Performance.”Journal of the Academy of Marketing Science27 (4): 411-427.
4.
Baker, William E. and James M. Sinkula. 2002. “Market Orientation, Learning Orientation and Product Innovation: Delving Into the Organization's Black Box.”Journal of Market Focused Management5:5-23.
5.
Bentler, Peter M. and Chih-Ping Chou. 1988. “Practical Issues in Structural Modeling.” In Common Problems/Proper Solutions: AvoidingError in Quantitative Research. Ed. J. Scott Long. Newbury Park, CA: Sage, 161-192.
6.
Bollen, Kenneth A.1989. Structural Equations With Latent Variables.New York: John Wiley.
7.
Chow, Gregory. 1960. “Tests of Equality Between Sets of Coefficients in Two Linear Regressions.”Econometrica28 (3): 591-605.
8.
Dillman, D. A.2000. Mail and Internet Surveys: The Tailored DesignMethod. 2d ed.New York: John Wiley.
9.
Eisenhardt, Kathleen M. and Jeffrey A. Martin. 2000. “Dynamic Capabilities: What Are They?”Strategic Management Journal21 (10/11): 1105-1121.
10.
Fornell, Claes and David F. Larcker. 1981. “Evaluating Structural Equation Models With Unobservable Variables and Measurement Error.”Journal of Marketing Research18 (February): 39-50.
Glazer, Rashi. 1991. “Marketing in an Information-Intensive Environment:Strategic Implications of Knowledge as an Asset.”Journal of Marketing55 (October): 1-19.
13.
Glazer, Rashi. and Allen M. Weiss. 1993. “Marketing in Turbulent Environments: Decision Processes and the Time-Sensitivity for Information.”Journal of Marketing Research30 (November): 509-521.
14.
Hamel, Gary and C. K. Prahalad. 1989. “Strategic Intent.”HarvardBusiness Review67 (3): 63-76.
15.
Hargadon, Andrew and Angelo Fanelli. 2002. “Action and Possibility: Reconciling Dual Perspectives of Knowledge in Organizations.”Organization Science13 (3): 290-302.
16.
Helfat, Constance E.1997. “Know-How and Asset Complementarity and Dynamic Capability Accumulation: The Case of R&D.”Strategic Management Journal18 (5): 339-360.
17.
Huber, George P.1991. “Organizational Learning: The Contributing Processes and the Literatures.”Organizational Science2 (February): 88-115.
18.
Huber, George P. and Daniel J. Power. 1985. “Retrospective Reports of Strategic-Level Managers: Guidelines for Increasing Their Accuracy.”Strategic Management Journal6 (2): 171-180.
19.
Hurley, Robert F. and Tomas M. Hult. 1998. “Innovation, Market Orientation, and Organizational Learning: An Integration and Empirical Examination.”Journal of Marketing62 (July): 42-54.
20.
Jaworski, Bernard J. and Ajay K. Kohli. 1993. “Market Orientation:Antecedents and Consequences.”Journal of Marketing57 (July): 53-70.
21.
Johnson, Jean L., Ruby Pui-Wan Lee, Amit Saini, and Bianca Grohmann. 2003. “Market-Focused Strategic Flexibility: Conceptual Advances and Integrative Model.”Journal of the Academy of Marketing Science31 (1): 74-89.
22.
Johnson, Jean L., Ruby Pui-Wan Lee, Amit Saini, and Bianca Grohmann., Ravipreet S. Sohi, and Rajdeep Grewal. 2004. “The Role of Relational Knowledge Stores in Interfirm Partnering.”Journal of Marketing68 (3): 21-36.
23.
March, James G.1991. “Exploration and Exploitation in Organizational Learning.”Organization Science2 (February): 71-78.
24.
March, James G.1996. “Continuity and Change in Theories of Organizational Action.”Administrative Science Quarterly41: 278-287.
25.
Miller, Danny. 1987. “The Structural and Environmental Correlates of Business Strategy.”Strategic Management Journal8 (1): 55-76.
26.
Miner, Anne S.1994. “Seeking Adaptive Advantage: Evolutionary Theory and Managerial Action.” In Evolutionary Dynamics of Organizations. Eds. J. A. Baum and J. V. Singh. Oxford, UK: Oxford University Press, 76-89.
27.
Miner, Anne S., Paula Bassoff, and Christine Moorman. 2001. “Organizational Improvisation and Learning: A Field Study.”Administrative Science Quarterly46:304-337.
28.
Moorman, Christine and Anne S. Miner. 1997. “The Impact of Organizational Memory on New Product Performance and Creativity.”Journal of Marketing Research34 (1): 91-106.
29.
Moorman, Christine and Anne S. Miner. 1998. “The Convergence of Planning and Execution: Improvisation in New Product Development.”Journal of Marketing62 (July): 1-20.
30.
Nelson, Richard R. and Sidney G. Winter. 1982. An EvolutionaryTheory of Economic Change. Cambridge, MA: Belknap.
31.
Sinkula, James M.1994. “Market Information Processing and Organizational Learning.”Journal of Marketing58 (January): 35-45.
32.
Sinkula, James M., William E. Baker, and Thomas Noordewier. 1997. “A Framework for Market-Based Organizational Learning: Linking Values, Knowledge, and Behavior.”Journal of the Academy of Marketing Science25 (4): 305-318.
33.
Slater, Stanley F. and John C. Narver. 1994. “Does Competitive Environment Moderate the Market Orientation-Performance Relationship?”Journal of Marketing58 (January): 46-55.
34.
Slater, Stanley F. and John C. Narver. 1995. “Market Orientation and the Learning Organization.”Journal of Marketing59 (July): 63-74.
35.
Steiger, James H., Alexander Shapiro, and Michael W. Browne. 1985. “On the Multivariate Asymptotic Distribution of Sequential ChiSquare Statistics.”Psychometrika50 (3): 253-264.
36.
Teece, David J., Gary Pisano, and Amy Shuen. 1997. “Dynamic Capabilities and Strategic Management.”Strategic Management Journal18 (7): 509-533.
37.
Tushman, Michael L. and Philip Anderson. 1986. “Technological Discontinuities and Organizational Environments.”Administrative Science Quarterly31 (September): 439-465.
38.
Weiss, Allen M. and Jan B. Heide. 1993. “The Nature of Organizational Search in High Technology Markets.”Journal of Marketing Research30 (May): 220-233.
39.
Zollo, Maurizio and Sidney G. Winter. 2002. “Deliberate Learning and the Evolution of Dynamic Capabilities.”Organization Science13 (3): 339-351.
