ORIENTACJA RYNKOWA I KONCEPCJA ORGANIZACJI UCZĄCEJ SIĘ A SKUTECZNOŚĆ BADAŃ MARKETINGOWYCH – PRÓBA ZDEFINIOWANIA ZALEŻNOŚCI
THEORETICAL MODEL OF THE RELATIONSHIPS BETWEEN CONSTRUCTS FORMING IN THE COMPANIES: MARKET ORIENTATION, ORGANIZATIONAL LEARNING AND MARKETING RESEARCH EFFECTIVENESS

Summary/Abstract: In this article, the author examines theoretical model of the relationships in the range of constructs indicating the companies: market orientation, the concepts of organizational learning as well as marketing research effectiveness. This area of research is important not only due to correct understanding of the firms’ informational policy (in the light of which they are obliged to collect data by using efficient methods and techniques), but also due to correct capturing the role of knowledge generated from perspective of organizational learning and market orientation. It is also worth mentioning that in the literature, causal relationships between the assumed constructs have not yet been the subject of scientific discussion. In particular, there is no information regarding the issue of marketing research effectiveness related directly with the market orientation and the concept of organizational learning. Considering the above reasons, the author on the basis of extensive literature studies, diagnoses the relationships between above constructs. In the first part of the article, key assumptions concerning the impact of market orientation on the approach to strategic management in companies are discussed. In subsequent operating points, the theoretical model of relationships is presented in regarding the area of marketing research effectiveness, market orientation and the concept of organizational learning in companies.

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