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Abstract Product innovation, technological innovation and organizational innovations are the key to helping cultural organizations achieve their social mission and achieve efficiency. This innovation strategy and the outcomes depend on introducing learning orientation into the organization. The current work analyses the relationship between learning orientation, innovativeness and performance for the case of 386 British, French and Spanish museums. Findings indicate that learning orientation significantly influences both innovativeness and performance. Further, whereas technological and organizational innovations are related to economic performance, product innovations have a greater impact on social performance. Copyright © 2009 John Wiley & Sons, Ltd.
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