Market orientation, failure learning orientation, and financial performance

Although it is widely acknowledged that market orientation and learning orientation are necessary success factors, the exact dynamics of the relationship between the constructs and firm performance is not perfectly clear. This article offers a new depth of understanding to this research by introducing and exploring the role of failure learning orientation. Specifically, the roles of market orientation, learning orientation, and failure learning orientation are explored with performance. Unlike previous literature, learning orientation did not mediate the market orientation and performance relationship. Instead, support was found for market orientation’s direct effect on performance and its indirect effect via failure learning orientation. The mediating role of failure learning orientation suggests that more specific learning typologies may alter the market orientation, learning orientation, and performance relationship. The study adds to existing market orientation research and the growing failure learning orientation literature. It emphasizes failure learning orientation’s importance in enhancing competitiveness and superior performance.