Learning Orientation and Market Orientation as Catalysts for Innovation in Nonprofit Organizations

Abstract

The purpose of the study is to review the adoptability of learning orientation (LO), market orientation (MO), and innovation to human service nonprofits by investigating the relationships among these. The study hypothesizes and analyzes the mediating effect of MO in the movement from learning orientation to innovation. The findings based on nonprofit community centers in South Korea partially support the positive influence of LO and MO on innovation, proposing the importance of establishing both LO and MO to facilitate innovations in human service nonprofits. The study suggests implications for practice and future research.