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Very little attention has been devoted so far to the study of the market orientation concept in private non‐profit organisations. However, there is a general agreement concerning the positive effects that this concept’s adoption has on the non‐profit services implementation as well as on these organisations’ long‐term success. Thus this paper aims at obtaining further empirical evidence on this field of research using a private foundations sample. Nevertheless, it is considered that the distinctive and specific nature of private non‐profit organisations’ activities deserves the development of a special instrument to evaluate their degree of market orientation. In this sense, one of this study’s main contributions is the development of a market orientation measurement scale which accounts for the peculiarities of private non‐profit organisations’ operations. Additionally, the study proves the positive effect of market orientation on the non‐profit outcomes and on the fulfilment of these organisations’ missions.

Market or ientation prom otes the satisfaction of m arket needs with a higher deg ree of excellence than com petitors. However, its potential effects on the com panies' innovation strategy are discussed. The question is whether or not m arket or ientation, due to an excessive custom er focus, leads m ainly to the developm ent of increm ental innovations and, consequently, to reactive innovation strateg ies. To obtain further insight into this topic, a m arket or ientation m easurem ent scale is ® rst developed, taking into account the instrum ent proposed in the last decade. Then, the scale psychom etr ic proper ties are evaluated. Once it proves to be a solid instrum ent of m easurem ent, the relationship between m arket or ientation and the following va r iables is analysed: ® r m s' comm itm ent to the innovation activities, effective innovation rates, deg ree of innovativeness of the new products developed, ® r m s' com petitive strategy and com panies' perfor mance. The study suppor ts the bene® cial effects of m arket or ientation on the innovation strategy, providing em pir ical evidence in a research ® eld where contributions of this nature are ver y scarce. In addition, the convenience of incor porating m arket or ientation into industr ial ® r m s' m anagem ent is reinforced.

In the current environment of technological change and increased competition, it is more important than ever for small- and medium-sized enterprises to develop competitive advantages that enable them to consolidate their market position. This research analyses the links among organizational learning (OL), operational marketing capability, and performance in such organizations. In particular, interpersonal trust may moderate the positive impact of OL on the development of marketing capabilities. This study is based on a nationwide survey of 163 small- and medium-sized Spanish industrial firms. The results confirm the existence of the moderating effect, as well as the positive influence of OL on performance.

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