The Role of Market Orientation and Organizational Learning in Managing Economic Crisis: The Case of Greece

The literature reflects remarkably little effort to develop a framework for understanding how market orientation and organizational learning can help managers manage through economic crises. Using Greece as a unique context, results demonstrate the need to study market orientation at the level of its intelligence generation, dissemination and responsiveness facets. Intelligence dissemination is found to be positively related to effectiveness (sales, market share and customer satisfaction). Similarly, when organizational learning is investigated as exploration and exploitation, exploitation is positively related to effectiveness. furthermore, intelligence generation moderates the relation of exploration on effectiveness and effectiveness is positively related to efficiency.