Responsive and proactive market orientation in relation to SMEs’ export venture performance: The mediating role of marketing capabilities

2022 ◽  
Vol 138 ◽  
pp. 256-265
Author(s):  
Mateja Bodlaj ◽  
Barbara Čater
Keyword(s):  
Market Orientation ◽  
Marketing Capabilities ◽  
Mediating Role ◽  
Venture Performance ◽  
Proactive Market Orientation

scholarly journals A Manager-Customer Empirical Investigation Of The Subjective Performance Of Proactive Market-Oriented Consumer Goods Companies: Testing A Double-Mediation Model

2016 ◽  
Vol 32 (5) ◽  
pp. 1475
Author(s):  
Laurent Tournois
Keyword(s):  
Market Orientation ◽  
Consumer Goods ◽  
Customer Value ◽  
Mediating Role ◽  
Proactive Market Orientation ◽  
Customer Perceived Value ◽  
Branded Product ◽  
High Level ◽  
Product Leadership

This study investigates the mediating role of perceived branded product leadership and perceived customer value in the relationship between of proactive market orientation on performance (corporate reputation) in a consumer goods setting. A manager-customer approach is adopted: data was collected from 146 managers from 55 companies, and 425 customers that purchased their branded products. Results show that companies that practice a high level of proactive market orientation are perceived as leaders, which leads to higher levels of customer perceived value of their branded products and enhanced reputation. This research adds to the existing literature in considering customers’ perceptual assessments.

scholarly journals Investigating the path through which export market orientation influences export venture performance

2014 ◽  
Author(s):  
Αικατερίνη Μακρή
Keyword(s):  
Market Orientation ◽  
Export Performance ◽  
Sales Force ◽  
Export Market ◽  
Marketing Capabilities ◽  
Resource Based View ◽  
Sales Strategy ◽  
Venture Performance ◽  
Resources And Capabilities

In response to certain important gaps in the extant export marketing literature the present research inquiry strives to investigate the role of export sales strategy and marketing capabilities in the path through which export market orientation influences export venture performance. Previous research endeavors based on the Resource Based View theory support the existence of a joint, complimentary relationship of sales force resources and capabilities on performance. However it seems that the particular path through which export sales strategy, and its association with specific marketing capabilities and resources contribute to enhanced export performance, requires further research attention. The objective of the present research attempt is to investigate the role of export sales strategy in conjunction with certain marketing capabilities available to an export venture. Drawing on the Resource Based View theory, the present research effort considers and empirically tests the role of marketing capabilities and export sales strategy in the path through which export market orientation influences export performance. Based on a thorough review of empirical studies which consider market orientation as a firm resource, we focus on investigating a series of relationships leading from export market orientation values, norms and behavior to export venture performance. Through this attempt, we aim to address critical gaps in both market orientation and RBV literature, theoretically and empirically. The results of this empirical effort, and in concert with the existing conceptual evidence, suggest that export sales strategy should not be examined in isolation, but within a broader and more interactive context of resources and capabilities embedded within an exporting organisation. Particularly, export sales strategy is an important driver of export performance by effectively capitalizing on the resources and capabilities of the firm. Our empirical evidence reveals that effective implementation of export sale strategies contribute to enhanced export market and financial performance, and that export market orientation (firm resource) and marketing capabilities play an important role in enabling effective export sales strategy implementation in export venture markets within a competitive and turbulent environment that exists in foreign markets.

Impact of marketing effectiveness and capabilities, and export market orientation on export performance

2016 ◽  
Vol 28 (5) ◽  
pp. 532-559 ◽  
Author(s):  
Aydin Kayabasi ◽  
Thandiwe Mtetwa
Keyword(s):  
Market Orientation ◽  
Structural Equation ◽  
Structural Model ◽  
Export Performance ◽  
Export Market ◽  
Marketing Capabilities ◽  
Content Type ◽  
Marketing Effectiveness ◽  
Confirmatory Factor

Purpose The purpose of this paper is to examine the relationships between marketing effectiveness, marketing capabilities, export market orientation and export performance. Design/methodology/approach The research analyses whether export market orientation, marketing effectiveness and marketing capabilities are antecedents of export performance with structural equation modelling. Data to test the model were obtained through a structured survey of 443 export companies operating in the Aegean region of Turkey. After explanatory and confirmatory factor analysis, the structural model was tested. Findings The findings suggest that export market orientation has a significant impact on marketing capabilities and marketing effectiveness, and that marketing effectiveness has a significant impact on export performance. This indicates that export market orientation is central to the development of marketing capabilities, while marketing effectiveness contributes to explaining export performance. Research limitations/implications There are several limitations of the research. The first significant limitation is that the variables had various sub-dimensions. The second limitation is about sampling of the research that it is not specific to a particular sector. Practical implications This paper provides useful insights to exporters on market orientation, focal dimensions of marketing effectiveness and marketing capabilities that would help them enhance their export performance. Originality/value Using the resource-based view, this paper contributes to the explanation for export performance by assessing the role of export market orientation behaviour on marketing capabilities and marketing effectiveness.

scholarly journals Architectural marketing capabilities of exporting ventures

2019 ◽  
Vol 36 (6) ◽  
pp. 1026-1041 ◽  
Author(s):  
Vasilis Theoharakis ◽  
Yannis Angelis ◽  
Georgios Batsakis
Keyword(s):  
Financial Performance ◽  
Market Orientation ◽  
Export Performance ◽  
Likelihood Estimation ◽  
Estimation Procedure ◽  
Marketing Capabilities ◽  
Content Type ◽  
Foreign Distributor ◽  
The Impact

Purpose The importance of architectural marketing capabilities (i.e. marketing planning and implementation) in exporting ventures has been recognised. However, extant literature has not taken into account the explicit roles and required synergy between the exporter and their foreign distributor in delivering these capabilities. Drawing from the resource-based theory, the purpose of this paper is to examine the complementarity of distributor implementation capability and market orientation with exporter planning capability. Design/methodology/approach The study was carried out using a survey. Data were collected from 147 Greek exporters who replied to our questionnaire and the hypotheses were tested using the full information maximum likelihood estimation procedure. Findings The results support the hypotheses about the importance of exporter planning capability on financial performance and the complementary role of distributor market orientation. Further, the authors find that the distributor’s implementation capability partially mediates the impact of the exporter’s planning capability on financial performance. Originality/value This study contributes to a better understanding about the complementarity of exporter and distributor capabilities. It demonstrates the crucial role of the distributor in the deployment of architectural capabilities for the export venture: the distributor’s market orientation and implementation capability have the final say in achieving higher levels of export performance.

How can entrepreneurs achieve success in chaos?

Kybernetes ◽  
2019 ◽  
Vol 49 (5) ◽  
pp. 1407-1428 ◽  
Author(s):  
Lihui Xia ◽  
Biao Luo ◽  
Ying Sun
Keyword(s):  
New Ventures ◽  
Emerging Economy ◽  
New Venture ◽  
Hierarchical Regression ◽  
Content Type ◽  
Mediating Role ◽  
Venture Performance ◽  
Key Variables ◽  
New Venture Performance

Purpose This paper aims to explore the mediating role of organizational entrepreneurial capability in the link between entrepreneurs’ effectuation and new venture performance, and whether entrepreneurs’ passion positively moderates this relationship in the Chinese emerging economy. Design/methodology/approach This study collected survey data from 140 Chinese new ventures. Following an empirical design, hierarchical regression analysis and bootstrapping analysis were applied to examine six hypotheses. Findings Results reveal that organizational entrepreneurial capability plays a positively mediating role in the association between entrepreneurs’ effectuation and new venture performance. Moreover, the whole mediation model is positively moderated by entrepreneurs’ passion, not only the association but also between entrepreneurs’ effectuation and organizational entrepreneurial capability. Research limitations/implications The study is limited to the static relationships between key variables using the data obtained at one point in an emerging economy, which cannot investigate the dynamic evolution between variables. More longitudinal designs or cases to track the dynamic association should be considered. Practical implications The findings provide useful suggestions for entrepreneurs to enhance their effectual logic and entrepreneurs’ passion to better perceive and exploit opportunities and further improve new venture performance. The results also provide guidance for other groups, such as angel investors and policymakers, regarding how to use effectuation logic as an evaluation criterion to judge whether a new venture or program has investment potential. Originality/value These findings enrich the effectuation theory by providing the empirical evidence of the effect of entrepreneurs’ effectuation on new venture performance in an emerging economy. They also provide deeper insights into opportunity research by uncovering the mediating role of organizational entrepreneurial capability in the relationship between entrepreneurs’ effectuation and new venture performance.

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