Exploring Organizational Learning and its determinants

This research paper brings together the two subject areas of corporate branding and organizational learning in order to develop the competitive advantage of an organization. Corporate brand management has increasingly been seen as a strategic key issue from the point of view of shareholders/owners, top management and other stakeholders due to the fact that in the ever increasingly turbulent, dynamic and competitive markets, corporate brands are ways of creating trust, stability, and differentiation in the market.
Organizational learning prioritizes the creation and acquisition of new knowledge, and emphasizes the role of people in the creation and utilization of that knowledge. In this way, organizational learning presents an important route to performance, success and competitive advantage for the organizations. The
strategic marketing literature reflects a growing interest in the role of competitive environment on a firm’s marketing strategy and performance. Drawing on organizational learning theory and strategic choice theory, it is argued that a firm’s strategic adaptation occurs through managerial perceptions of its corporate identity which then contributes towards its corporate branding. The focus of this research paper is on exploring the impact of organizational learning on corporate branding of the firm. While the importance of these issues has been widely accepted, to date the linkages between organizational culture, learning, corporate branding and corporate identity have scarcely been examined together in the literature, particularly from an empirical perspective. There is some evidence that organizational learning is associated to employee commitment to enhance the corporate brands but only a few studies have focused on the effect of culture and learning on corporate identity and corporate
branding. This research paper explores the relationship amongst the two broad concepts with empirical research.
The aim of this research is to explore more about the effectiveness and impact of hybrid knowledge on organizational learning as a tool to improve its corporate branding. For the purpose researcher selected higher education services industry to find out the new strategies for generating more profit through utilization of knowledge in an organization. This particular research conducted such an exploratory way using the case study method for collection of interviews and surveys to have an in-depth understanding of the phenomenon of organizational learning and corporate branding through “Hybrid knowledge”. The data analysis would result in contributing knowledge on the subject of hybrid knowledge to be used an effective tool for organizational learning which directly impacts on the corporate branding of an organization to achieve its
goals and objectives.