Emergence of Generative Learning Based Market Orientation from Micro-Macro Level Interactions

Abstract

Research asserted the interaction between learning orientation and market orientation to gain competitive advantage but overlooked the mediating role of learning capabilities. This study theoretically asserts an argument about the mediating role of higher-order learning-based absorptive capability between learning orientation and market orientation for future research. Based on micro foundation of strategy and organizational learning theory, this study outlines a framework to conceptualize the emergence of generative learning-based market orientation from learning orientation through the higher-order learning-based absorptive capability to gain competitive advantage.