Digital Transformation and Market Orientation: Mediating Roles of Organizational Learning and Agility in Organizational Performance

Zhaohui Liu, Chaithanaskorn Phawitpiriyakliti, Pirayut Pattanayanon and Sid Terason

Journal of Management World, 2025, vol. 2025, issue 1, 91-103

Abstract: This study investigates the impact of digital transformation and market orientation on organizational performance, focusing on the mediating roles of organizational learning and agility within the dynamic context of foreign trade enterprises in Dongguan, China. Leveraging structural equation modeling (SEM) with data from 569 enterprises, the research establishes that digital transformation and market orientation significantly enhance organizational performance directly and indirectly. Organizational learning enables firms to integrate and apply knowledge effectively, while agility allows for rapid adaptation to environmental changes. Both mediators amplify the positive effects of digital strategies and market alignment. The findings emphasize the interplay between digital transformation and market orientation in fostering dynamic capabilities, aligning with previous literature on strategic management and organizational learning. By embedding a culture of continuous learning and promoting agile practices, organizations can enhance their adaptability and competitiveness in volatile environments. The study further provides actionable insights for enterprises to leverage digital tools and market intelligence to optimize operations, foster innovation, and improve customer satisfaction. Policy implications include encouraging investments in digital infrastructure, workforce development, and regulatory frameworks to support digital adoption and market-driven strategies. Additionally, this research highlights the need for longitudinal studies to explore the evolving dynamics of these relationships over time and across diverse industries. Overall, this study contributes to theoretical and practical understanding, offering a comprehensive framework for leveraging digital transformation and market orientation to achieve sustained organizational success in the digital era.

Keywords: Digital transformation; Foreign trade enterprise; Market orientation; Organizational learning; Organizational agility; Organizational performance. (search for similar items in EconPapers)
Date: 2025
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