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Linking market orientation, innovation, unlearning and performance: A multiple mediation model.

 

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Author: Leal Rodríguez, Antonio Luis
Roldán Salgueiro, José Luis
Ortega Gutiérrez, Jaime
Department: Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Date: 2015
ISBN/ISSN: 9789036540568
Document type: Presentation
Abstract: Many studies uphold market orientation as a key factor in creating and sustaining a firm’s competitive advantage. The present research model explores this topic further by including within the model the links between organizations’ innovation outcomes, its process of organizational unlearning and business performance. In particular, the model empirically tests the mediating role of innovation outcomes and organizational unlearning in the relationship between market orientation and business performance. The present study uses a sample of 145 firms from the Spanish automotive components manufacturing sector and employs partial least squares (PLS) in order to test the research hypotheses
Size: 352.9Kb
Format: PDF

URI: http://hdl.handle.net/11441/55516

DOI: 10.3990/2.328

This work is under a Creative Commons License: 
Attribution-NonCommercial-NoDerivatives 4.0 Internacional

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