This study proposed a research model to investigate the impact of strategic orientation on organizational performance in Jordanian telecommunications companies. In addition, it will examine the mediating role of learning culture using the dimensions of the learning organization questionnaire (DLOQ). A model was developed that presents the dimensions of strategic orientation, learning culture, and organizational performance. A random sample of 321 managerial and non-managerial employees will be taken. We will test if strategic orientations (market, technology, entrepreneurial) have a significant positive impact on organizational performance. Also, will test if the learning culture, in terms of promoting inquiry and dialogue, collaboration and team learning, empowering people towards a collective vision, connecting the organization to its environment, and strategic leadership have a significant positive impact on organizational performance or not. Furthermore, the findings could reveal that learning culture mediates the impact of strategic orientation and organizational performance. Based on the research hypotheses, we will examine if Jordanian telecommunication companies should be aware of the importance of strategic orientations on improving organizational performance. Also, will test if Jordanian telecommunication companies must ensure that learning culture has a vital role in improving organizational performance or not.

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Due to the competitive and uncertain environment nowadays, organizations could respond to these environmental factors effectively by being more learning-oriented, where individuals and teams are encouraged to constantly learn and grow and knowledge is shared and disseminated throughout the organization. This may allow the organization to better understand its environment and respond to changing circumstances in a more effective and efficient way. By improving the organization towards learning organization, the organization could continuously improve its ability to adapt and change through the acquisition and application of new knowledge and skills. Moreover, intrapreneurship could assist organizations in adapting to internal and external environmental changes, which in turn could help firms to innovate and revitalize their businesses. To actualize this study, data were gathered from 263 managers in Jordanian pharmaceutical companies. The collected data were coded against SPSS 25, then normality, validity, and reliability were tested and multiple regressions were used to examine the hypotheses. Thus, this research found an effect for learning organization dimensions (supportive learning environment, concrete learning processes and practices, leadership that reinforces learning, and creating learning structures) on intrapreneurship the context of Jordanian pharmaceutical companies.