Learning and relationship orientation: an empirical examination in European museums

The purpose of this paper is to assess the interrelations between learning orientation, innovation strategy, relationship orientation and economic and social performance in the management of cultural organizations such as museums. We first provide a review of the literature addressing the main constructs involved in the research: learning orientation, innovation, relationship orientation and performance, and we detail the model's hypotheses reflecting the interrelations amongst the proposed variables. Building on extensive literature, a model is developed and empirically tested using survey data collected from 491 European museums in Spain, France, Italy and the UK. Data are analysed through structural equation modelling. In the present study, evidence is found to support the positive and significant link between learning orientation and internal (organizational innovation) as well as external (relationship orientation) changes in museums. Further, we find that organizational innovation and relationship orientation aid the introduction of greater technological developments in these organizations. We also find evidence to support the idea that learning orientation, innovation strategy and relationship orientation impact the economic and social performance of museums. Findings clearly show that achieving organizational objectives through learning processes necessarily entails the introduction of internal changes—innovation—and external relationships—relationship orientation. Copyright © 2014 John Wiley & Sons, Ltd.