組織學習過程常理所當然地被單純的認為是創造和管理緘默的知識，但是，很少有人去瞭解知識管理在強化組織的市場導向所扮演的角色和性質。本文旨在探討組織如何有效地學習及改變其市場導向？如何分享知識以增強其市場導向？本研究確認了需要何種知識以發展有效的市場導向；同時，也解釋如何管理這些知識來強化組織的市場導向以維持組織的競爭優勢。

Organizational learning processes are simply taken for granted as part of the creation and management of tacit knowledge. Little is known about the roles and nature of the knowledge management in organizations' attempts to strengthen their market orientation. This paper examines how market orientation can be related effectively to the need for firms to learn and change, and how knowledge was shared and integrated cross business functions to strengthen market orientation. In general, this study has identified what knowledge is needed to develop an effective market orientation and has explained how knowledge is managed to strengthen an organization's market orientation and sustain its competitive advantage.