Linking market orientation, innovation, unlearning and performance: A multiple mediation model.

Many studies uphold market orientation as a key factor in creating and sustaining a firm’s competitive advantage. The present research model explores this topic further by including within the model the links between organizations’ innovation outcomes, its process of organizational unlearning and business performance. In particular, the model empirically tests the mediating role of innovation outcomes and organizational unlearning in the relationship between market orientation and business performance. The present study uses a sample of 145 firms from the Spanish automotive components manufacturing sector and employs partial least squares (PLS) in order to test the research hypothese