The Internet and e-commerce: An Opportunity to Examine Organisational Learning in Progress in Small Manufacturing Firms?

I. CHASTON, B. BADGER, T. MAN(JI ES and E. Sadler-Smith are with the Group Organisational Learning and Development Centre, Plymouth Business School, University of Plymouth, England. Organisational learning is increasingly being mentioned in the literature as a critical element for optimising the ability of small firms to respond to changing imiarket opportunities. Various researchers have validated the relationiship that exists between organisational learning and firms exhibiting a strong market orientation. Other research has shown that organisational learning is an important antecedent for the effective management of innovation. There exists, however, limited empirical evidence in the small firms literature on the relative importance of double versus single-loop learning and the role of the learning svstemns required to support the learning process. The Inteirnet providles ail excellent research opportuinity to assess empirically the possible relation s}lips that may exist between learninig style, lecainlg systems and revisions in operational practices. A survey of small UK mantufactur-inig firnms was undclertakein to acquire data on learniing stvle and(learning systems. The resuilts suggest that. involvemien-t in Interniet technology vsill be greater among firm-ls exhibitinig a double-loop learniing style. No stncdi r-elationship was found in the case of the degree to which small firm-ls have established formalised learning systems. The implications of these findings in relation to small firms involvement in the Internet and e-commerce are discussed. Proposals are presented on the neecd for further research.