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 among 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 through snowball sampling method was collected from different parts of Pakistan and analyzed by 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 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 discussed practical implications, limitations and future directions.


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