Knowledge is one of the most strategically important resources to sustain competitive advantage in an organization. So its creation and management has attracted the attention of managers and researchers alike. Organizational learning has been positively associated with innovation and performance and knowledge sharing has been associated with innovation performance. Although, some authors argued that organizational learning and knowledge sharing are complementary, there are few studies that have empirically tested the relationship between them. The purpose of this study was to analyze its relation and to empirically test it in the hospitality industry. Based on the results of the structural equation modeling approach on 244 Spanish hotels we confirmed a positive relationship between the variables. The findings are discussed; implications and future lines of research are presented.

Market Orientation (MO) has been of paramount importance for business performance, innovation, and marketing. It has called the attention of many researchers. Market orientation involves the generation of market intelligence, intelligence dissemination and responsiveness. Firms have been adopting different information technologies and the internet to generate and disseminate market intelligence. The Web 2.0 and its applications are being used by both customers and firms, and firms are adopting them to support different aspects of the organization. On the other hand, since users are generating enormous quantities of content on the internet it seems that a lot of market intelligence could be captured from the Web. Therefore, it was worth to ask if market oriented firms are adopting Web 2.0. This article studied the relationship between MO and the adoption of Web 2.0 technologies in the hospitality industry using a structural equation modeling approach and based on the findings the relation between MO and the adoption of Web 2.0 was confirmed. Finally conclusions and implications of the results are discussed and several lines of future research are suggested.

Purpose -Firms are adopting Web 2.0 technologies to improve collaboration, participation and communication; however there are few empirical studies testing the impact of this adoption. The purpose of this article is to analyze if there is a linkage amongst market orientation, Web 2.0 adoption and innovativeness. Design/methodology/approach -Structural equation modeling was used to test the relationships amongst the variables. A sample of 244 firms of the hospitality industry was used. The theoretical approach is based on the market orientation and innovativeness, concepts, which have been studied by various authors in the literature. Findings -A positive relationship was found between market orientation and Web 2.0 adoption and between Web 2.0 adoption and innovativeness.Research limitations/implications -The study was developed in one industry, so in order to generalize the findings, additional testing in other industries should be developed. In addition a longitudinal study is encouraged. Practical implications -Managers are advised to adopt Web 2.0 technologies to strengthen market orientation behaviors and innovativeness. Originality/value -This article empirically tested the relationship between market orientation and Web 2.0 adoption and the impact of Web 2.0 adoption on innovativeness. Although some managers and researchers have reported some positive impacts of Web 2.0 on different aspects of the organization, there are still few empirical studies, and the authors contributed to fill this void.

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