The interaction Between Market and Learning Orientation and their Impact on Production Flexibility

This study aimed to identify the extent of adopting market and learning orientation in Palestinian industrial companies, and reveal the nature of relationship and direction between each of market and learning orientation and Production Flexibility in those companies, In addition to determine whether the interaction between market orientation and learning orientation affect Production Flexibility. To achieve study objectives, the researcher designed a questionnaire as a study tool, was distributed on sample of (231) employee selected from the senior management in Palestinian industrial companies. The results shows: Palestinian industrial companies are working on adopting market and learning orientation significantly. There is a positive impact with a statistical significance for adopting market orientation on Production Flexibility in Palestinian industrial companies. There is a positive impact with a statistical significance for adopting learning orientation on Production Flexibility in Palestinian industrial companies. Results revealed a positive impact with a statistical significance for the interaction between market and learning orientation on Production Flexibility. The Main recommendations: Needing to do periodic studies to identify the changes and developments in the Palestinian industry environment, and working to keep up with those changes. Emphasize the importance of adopting market and learning orientation together, because of their obvious effect in Production Flexibility, Which will reflect positively on the companies by profitability and maintaining market share and to increase it