The Effect of Quality Orientation, Market Orientation and Learning Orientation on Firm Innovativeness

he aim of this study is to explore the effects of market orientation, quality orientation and learning orientation on firm innovativeness and the mediating effect of the quality orientation in this relation. The research has been conducted via survey. The questionnaires have been send to send to 200 small and medium sized companies in Gebze and Istanbul and 130 responses has been received. The survey participants were mid-and top level managers. For data analysis, descriptive statistic, correlation and regression analysis and SEM methods were used. The findings show positive relationships among market orientation, learning orientation and firm innovativeness. The mediating effect of the quality orientation on the relationships between market orientation, learning orientation and innovation has been found too. In this respect, quality orientation is a significant mediating variable in the positive relation of market orientation and learning orientation on the innovation.