The New Challenge of Learning Organization and Its Strategic Change under Relationship Paradigm

摘要

since the 1990s, a great revolution has happened in the marketing field of both theory and practice, which is the appearance and development of relationship marketing paradigm. Under the paradigm of relationship marketing, learning organization encounters new challenge. At the same time, the emphasis and aim that the learning organization pays attention to have change, which need transfer the emphasis of attention from the internal organization to external customers so as to enhance its performance by the learning of customer relationship. Different from the organizational learning, the learning of relationship spans organizational border and involves processes of relationship information share, relationship dialogue development, relationship memory integration and relationship memory exhibition. To adapt to the change of its aim, the learning organization should change its strategy according to the aspects of building learning-relationship culture and new marketing organization, constructing new marketing organization,enhancing learning capability of relationship and evaluating performance of relationship learning.