Althougt a large body of research theorically asserts a positive relationship between market orientation and organizational performance, fewer empirical studies demonstrate it using multiple and varied organizational performance measures. Additionally, a series of recent studies have theorically proposed, but not empirically demonstrated, that a firm's learning orientation is likely to indirect affect organizational performance by improving the quality of its market-orientated behaviors and the type of generative learning that leads to innovations in products, procedurs, and systems. This empirical study supports all of these specific contentions and the more global notion that higher order learning processes may be critical in a sustainable competitive advantanges in the firm.