“…The positive influence of market orientation to business success has been illustrated in a number of studies, examples of which are Langerak (2001), Kahn (2001), Cano et al (2004), Zhou et al (2005), Gainer and Padanyi (2005), Kara et al (2005) and Hult et al (2005). The relationship between market orientation and innovations has also been demonstrated in empirical studies such as those by Kohli and Jaworsky (1990), Ruekert (1992), Slater and Narver (1994), Atuahene‐Gima (1996), Gatignon and Xuereb (1997), Aldas‐Manzano et al (2005) and Lewrick et al (2008b). Studies in the Pearl River Delta region of China revealed that market orientation has an impact on the learning organisation, which has an impact on organisational innovation (Hongming et al , 2007).…”