O efeito sinergético da aprendizagem organizacional e inovação na relação estrutural orientação para o mercado - performance: o caso da indústria portuguesa da moda

Abstract

It is commonly accepted that a market-oriented behaviour has a positive impact on organizational performance. However, few researchers have examined the potential mediating role of the organizational learning and organizational innovation in the classical relationship of market orientation and performance. Additionally, fewer studies have analysed the potentially moderating effect of environment conditions on the above-mentioned relationship and none has simultaneously examined the role of the aforementioned constructs on organizational performance. The main objective of this paper is to propose a conceptual framework which examines not only the potential impact of each construct on organizational performance but also analyses eventual synergetic effects on both constructs (market orientation and organizational performance). The conceptual framework will furthermore consider and integrate the impact of environmental conditions on the main relationship examined.