Achieving museum performance: the role of learning orientation and product innovation
This paper explores the role of learning orientation in the museum sector by examining the relationships between learning orientation and product innovation with museum performance outcomes. Additionally, the mediating role of museum product innovation for the relationship between learning orientation and museum performance is observed. The paper utilises a survey of museum directors (n = 197) and applies partial least squares structural equation modelling (PLS-SEM). The results show that learning orientation positively influences product innovation in the museum context. The findings also support the idea that product innovation positively affects museum performance. The analysis reveals that there is no direct relationship between learning orientation and museum performance. However, product innovation has the full mediation effect between learning orientation and museum performance. This research extends our knowledge of museum strategic behaviour and adds to a growing amount of literature on learning orientation effects.