Customer Orientation and Learning Orientation among Intrapreneurs in Indian Service Provider Organizations

Abstract

The present study was carried out with two objectives: first, to examine Customer Orientation and Learning Orientation in the selected service provider enterprises of India; and second, to ascertain the relationship between Customer Orientation and Learning Orientation in the selected enterprises. The findings of the study revealed that small and medium size service provider organizations of India have high customer orientation and also have highly favourable learning orientation. High degree positive correlation was found to exist between customer orientation and learning orientation; and learning orientation was found to have significant impact on customer orientation in the study-organizations. Growing globalization of the markets has made customer orientation across the cultures inevitable and therefore keeping various international contexts in view, it needs to be nurtured on a continuous basis.Mobilizing of knowledge-based resources throughout the enterprise may enhance innovation performance in all types of markets.