The present model also investigated market-orientation and learning-orientation as
antecedents offirminnovativeness and performance.However, entrepreneurial-orientation
can also be included into the model for future studies. Further, the present model can be
expanded by incorporating the antecedents of market-orientation identified by Kohli and
Jaworski (1993), cultural constructs, power and trust, and organizational learning related
factors, such as tacit knowledge transfers in workplaces, social knowledge networks,
human connections, and shared memory and mental-models. Finally, how an
organization’s age, type of industry, size of the firm, market and technology dynamism