Market based organizational learning, dynamic, and substantive capabilities: an integrative framework

S. Ali, L.D. Peters, Hong-Wei He, F. Lettice

Research output: Contribution to journalArticlepeer-review

15 Citations (Scopus)


This paper aims to contribute to our understanding of the antecedents to sustainable competitive advantage by integrating insights from the perspectives of both marketing and strategic management. This approach is innovative because it focuses on synergistic insights from different management fields, and contributes to our understanding of how firm performance may be affected, both directly and indirectly, by the marketing and learning orientations of the firm, as well as by the capabilities it develops as a result of the learning processes informed by these orientations. To achieve this aim we start by reviewing the literature in the fields of both marketing and strategic management to examine the current trends, limitations and commonalities between these fields. We then propose a conceptual model and propositions that can help link these two fields into an integrative framework. Our model portrays both direct and mediated effects, and highlights the mediating role of learning processes in understanding how marketing and learning orientations might influence a firm's dynamic and substantive capabilities.
Original languageEnglish
Pages (from-to)363-377
Number of pages15
JournalJournal of Strategic Marketing
Issue number5
Early online date8 Sep 2010
Publication statusPublished - 2010


  • market based
  • organizational learning
  • substantive capabilities
  • integrative framework
  • dynamic capabilities
  • market orientation
  • learning orientation


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