The Impact of Social Networking and Learning Orientation on Performance

Ossi Pesämaa, Aviv Shoham, Muhammad La L. Khan, Irfan Jan Muhammad

Research output: Contribution to journalArticlepeer-review


Organizational learning orientation and social networking have been recognized as drivers of innovativeness and performance. The authors’ study extends existing research on these concepts in several ways. First, they posit that innovativeness mediates the effects of social networking and learning orientation on performance. Second, they propose that environmental munificence moderates the hypothesized relationships. Third, data for the study were collected in Pakistan, which represents a novel and as-yet-unexplored context for this type of research. A structural equation model based on 176 small firms in Pakistan supported most of the hypothesized relationships.

Original languageEnglish
Pages (from-to)113-131
Number of pages19
JournalJournal of Global Marketing
Issue number2
StatePublished - 15 Mar 2015

Bibliographical note

Publisher Copyright:
©2015,Taylor & Francis Group, LLC.


  • B2B services
  • buyer–seller relationships in international markets
  • collaborative agreements
  • performance
  • structural equation modeling

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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