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Achieving Fit between Learning and Market Orientation: Implications for New Product Performance


  • Peter Yannopoulos,

  • Seigyoung Auh,

  • Bulent Menguc

Address correspondence to: Seigyoung Auh, Thunderbird School of Global Management, 1 Global Place, Glendale, Arizona 85306. E-mail: Tel: 602-978-7296.


Drawing on the learning and market orientation literature, this study examines how responsive and proactive market orientations interact with exploitative and exploratory learning to affect new product performance. Despite advancements in understanding the distinctions between the different types of learning and market orientations, little evidence exists regarding which types of market orientation work best with exploitative or exploratory learning to improve new product performance. Using a sample of 216 high-tech Canadian firms, the authors find that new product performance is elevated only when exploratory learning is bundled with proactive market orientation. New product performance suffered when exploratory learning was complemented with responsive market orientation and when exploitative learning was complemented with proactive market orientation. Implications for marketing theory and practice are discussed.