The Relationship Between Market-Based Organizational Learning Orientation and Organizational Structure Across Various Contingency Variables

The present research investigates the relationship between a market-based learning orientation and organizational structure across various levels of contingency variables. Organizational structure influences the development of a market-based learning orientation. In addition, positive and direct relationships were found between a learning orientation and the degree of firm innovativeness and environmental scanning. Further investigation of selected contingency variables confirmed organizations’ levels of environmental uncertainty, industry concentration, innovativeness, and scanning influence the learning-structure relationships. Firms, therefore, must determine their specific firms’ and industries’ characteristics to develop the organizational structures that will best support the development of market-based learning orientations.