The Study of Market Orientation on Nonprofit Organization: an Organizational Learning Approach

The results of the study reveal that the construct of market orientation and organization learning are multiple dimensions, and the scale of market orientation, organization learning, and organizational performance are highly reliable. Among the relationship of the three constructs and by adopting the nested models comparisons, this study compares the complete mediating model with other models. The comparison of the good-of-fit indicators shows that the full mediating model fits better.

In other words, the hypothesis is supported by the finding that organizational learning mediates the relationship between market orientation and organizational performance.