Author(s): Najwa Ashal, Muhammad Alshurideh, Bader Obeidat, Ra'ed Masa'deh
This study explored the impact of strategic orientation on organizational performance in Jordanian telecommunications companies. In addition, it examined the mediating role of learning culture using the dimensions of the learning organization questionnaire (DLOQ). A model was developed that presents the dimensions of strategic orientation, learning culture, and organizational performance. A random sample of 321 managerial and non-managerial employees was taken. The findings showed that strategic orientations (market, technology, entrepreneurial) have a significant positive impact on organizational performance. The results also showed that the learning culture, in terms of promoting inquiry and dialogue, collaboration and team learning, empowering people towards a collective vision, connecting the organization to its environment, and strategic leadership have a significant positive impact on organizational performance. While continues learning, creating systems to capture and share learning have an insignificant impact on organizational performance. Furthermore, the findings revealed that learning culture mediates the impact of strategic orientation and organizational performance. Based on the research findings, Jordanian telecommunication companies should be aware of the importance of strategic orientations on improving organizational performance. Also, they must ensure that learning culture has a vital role in improving organizational performance. Finally, to increase the impact of strategic orientation on organizational performance, they must make sure that a learning culture is in place.