| The relationships between learning orientation and business performance and learning orientation and competitive advantage have been studied in many different contexts. While the variables noted have been studied, defined, used, and validated in previous research, they have not been studied collectively as proposed and illustrated in this research. In view of that, the purpose of this research was to study a model positing that the achievement of business performance measures of sales and profit are influenced by how effectively a firm's sources of competitive advantage moderates learning orientation.;First, this study assesses the influence of learning orientation on business performance-the achievement of sales and profit objectives. Second, this study looks at the moderating effect of competitive advantage on that relationship, providing insight into the learning orientation and business performance relationship.;An e-mail survey was conducted among 147 managers, using a sample of middle to high-level executives and managers from a range of large and small companies in the United States, including individuals from both public and private companies across a variety of industries. The sample included both product and service companies, represented by industries such as consumer products, pharmaceuticals, financial services, media companies (newspapers and television), and business to business services. The range of functional departments represented provided a diverse view of learning orientation within the firm, the firm's competitive advantage, and business performance. Demographic information on respondents and their firms was collected. Results show a statistically significant positive relationship between learning orientation and business performance, (r=.24, p < .01), and between learning orientation and competitive advantage (r=.50, p < .001). The moderating influence of competitive advantage on the learning orientation and business performance relationship was not demonstrated. |
