A market orientation is a business culture in which all employees are committed to the continuous creation of superior value for costumers. However, businesses report limited sucess in the development such a culture. One approach to create a market orientation, the approach taken by most businesses, is the "programmatic" approach in which a business uses education programs and organizational changes to attempt to implant the desired norm of continously creating superior values for the costumers. A second approach is the "market-back" approach, an experimential approach in which a business constinously learns from it day-to-day efforts to create and maintain superior values for the costumers and thereby constinously develops and adapts its customers-value skills, resources, and procedures. Theory suggest that both approaches contribute to increasing a market orientation. It also suggests that when the a priori education for programmatic approach is sharply focused on providing a foundation for the experiemential learning, the combined effect of the two learning strategies is the largest. The implication is that two strategies must be tailored and managed as a coordinated join strategy for creating a market orientation.