Market Orientation, Social Entrepreneurial Orientation, and Organizational Performance: The Mediating Role of Learning Orientation

Document Type: Research Paper


Department of Management Sciences, Bahria University, Islamabad Campus, Islamabad, Pakistan


One of the emerging research areas in the strategic orientation is how to transfer different orientations from the commercial sector to the non-profit sector. Therefore, the objective of this study is to determine the mediating effect of Learning Orientation on the Market Orientation, Social Entrepreneurial Orientation, and Organizational Performance in the non-profit sector. The data from more than 300 employees of the non-profit organizations was collected through snowball sampling method from different parts of Pakistan and was analyzed using Smart PLS software to perform Structural Equation Modeling. The findings indicate that acquiring strategic resources is also relevant for non-profit sector, but these resources are useless if they can be easily imitated. Therefore, an organization should develop such capabilities to make resources imperfectly imitable. Research also shows that Market Orientation and Social Entrepreneurial Orientation are key strategic resources, but in the presence of Learning Orientation, an organization can exploit these resources more effectively. The study also discusses practical implications, limitations, and future directions.


Main Subjects

Article Title [Persian]

جهت گیری بازار، جهت گیری کارآفرینی اجتماعی، و عملکرد سازمانی: نقش میانجی جهت گیری یادگیری

Authors [Persian]

  • عمران خان
  • تقدس بشیر
گروه علوم مدیریتی، پردیس اسلام آباد دانشگاه بحریه، اسلام آباد، پاکستان
Abstract [Persian]

یکی از حوزه های پژوهشی نوظهور در جهت گیری راهبردی، بررسی نحوه انتقال جهت گیری های مختلف از بخش تجاری به بخش غیرانتفاعی است. به همین دلیل، هدف مطالعه حاضر تعیین اثر میانجی جهت گیری یادگیری بر جهت گیری بازار، جهت گیری کارآفرینی اجتماعی، و عملکرد سازمانی در بخش غیرانتفاعی است. داده ها از بیش از 300 کارمند سازمان های غیرانتفاعی از طریق نمونه گیری گلوله برفی از نقاط مختلف پاکستان گردآوری شده و با استفاده از نرم افزار اسمارت پی ال اس تحت مدلسازی معادلات ساختاری قرار گرفت. یافته های پژوهش نشان می دهد که کسب منابع راهبردی در بخش غیرانتفاعی هم مطرح است، اما اگر این منابع به راحتی قابل اقتباس باشند، چندان برای سازمان سودمند نیستند. بنابراین، یک سازمان باید توانایی های اینچنینی را برای ایجاد منابعی توسعه دهد که به راحتی قابل اقتباس نباشند. این پژوهش همچنین نشان می دهد که جهت گیری بازار و جهت گیری کارآفرینی اجتماعی منابع راهبردی کلیدی هستند، اما در حضور جهت گیری یادگیری، سازمان می تواند از این منابع به شکل موثرتری بهره ببرد. این مطالعه در نهایت کاربردهای عملی، محدودیت های پژوهش، و پیشنهاداتی برای پژوهشهای آتی ارایه می کند.

Keywords [Persian]

  • سازمان غیرانتفاعی
  • جهت گیری بازار
  • جهت گیری کارآفرینی اجتماعی
  • جهت گیری یادگیری
  • پاکستان
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