The Effect of Market Orientation toward Organizational Learning, Innovation, Competitive Advantage, and Corporate Performance
Mohammad Zainul, Endang Siti Astuti, Zainul Arifin, Hamidah Nayati Utami

This study aims to examine the effect of market orientation toward organizational learning, innovation, competitive advantage, and corporate performance in South Kalimantan. The study design is classified as quantitative research design to examine the relationship between variables. The results show that market orientation has direct significant effect on organizational learning, innovation, and corporate performance, and market orientation has non-significant yet direct effect on competitive advantage. Limitation of this study lies in the reluctance of the owners of SME Sasirangan to explain the company’s financial statements that financial data can only be obtained through direct answers on the questionnaires provided. The other limitation is that most SME owners in Sasirangan education level is medium, and old business tends to be dominated by a relatively new owner resulted in a bias in providing answers or statements, so the approach in this study is less comprehensive.

Full Text: PDF     DOI: 10.15640/jasps.v4n1a1