أثر التوجه السوقي والتعلم المنظمي في أداء الأعمال دراسة استطلاعية لآراء عينة من مدراء المصارف العراقية

Abstract

The study tackles the market orientation and the organizational learning as independent variables each included three sub-dimensions, and the variable of business performance as affiliated variable. These three variables have interacted to form the framework around which the study revolves. Since the banking sector has become an important part of which service sector is made, as well as it represents the basic pivot for the process of building and the development of the economies of countries, the Iraqi banking sector have been taken to be the sample of this study. A nonrandom sample of nine Iraqi banks was chosen, including four state banks (Al-Rafdain, Al-RaSheed, Industrial Bank, and Agricultural), and five private banks (Baghdad, Investment, Middle-East, Darussalam and Al-Warkaa banks). Upon the measurement and analysis  of the study variables and testing the correlation and the exchange interaction, the study comes up to a group of conclusions among which the high level of variables of the study samples, another finding is that there is correlation relationship between the two independent variables (the market orientation and organizational learning), in addition to the existence of moral effect for the mutual relationship in business performance. While it turned out that the effect of each variable become weaker in business performance individually.