This article presents the concept of the “learning organization” as a means to establish and preserve competitive advantage. This concept, relatively new and most familiar to those who specialize in organization studies, is defined and described in practical terms. One of the most difficult...

Seeks to introduce to marketing the concept of the “learning organization” from the organizational behavior field with specific application as a method for implanting internal marketing in services organizations.

Examines the reasons for creating a learning organization; then proceeds to use the metaphor of the real world as a discussion‐based classroom. Further examines practical applications for a “return on investment” for the troubles caused by instituting a learning organization in an existing...