ABSTRACT This study investigates the impact of market orientation (MO) from a cultural standpoint on innovation performance, while also considering the mediating role of organizational learning capability (OLC). The study adopts a quantitative approach, utilizing a two‐wave time‐lagged survey. The first wave (Time 1, T1) was conducted in the first week of February 2024 while the second wave (Time 2, T2) took place in the first week of March 2024. The survey involved 515 middle‐level managers of SMEs operating in the creative industries in Nigeria. The participants were selected using a random sampling technique. Data analysis was conducted using partial least squares structural equation modelling (PLS‐SEM) via PLS4. The results suggest that the MO dimensions (i.e., customer and competitor orientations) significantly predict innovation performance, with the exception of inter‐functional coordination. Additionally, the findings demonstrate that OLC significantly mediates the influence of all the MO dimensions on innovation performance. This study offers both theoretical and practical implications.
Raji et al. (Wed,) studied this question.