| The U.S. print newspaper industry is facing tremendous challenges -- newspaper organizations have cut staff, halted print operations, or ceased operating. Longstanding competitive advantages, once considered sustainable, are eroding, allowing competitors to swiftly replicate core strengths and competencies. Very little is known about organizational learning in newspapers despite the popularity of organizational learning. In this study, a survey of 487 newspaper advertising managers is used to gather data and measure the organizational learning construct and the potential association of organizational size, ownership, and performance with organizational learning. The implication of the findings, along with other research, suggest that newspaper organizations with an orientation towards learning may create a higher level of competitive advantage in a challenging marketplace. |
