Assessing Measurement Invariance of Export Market Orientation: A Study of Chinese and Non-Chinese Firms in China

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.

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The Moderating Effects of Export Market Orientation on Relationship between Dynamic Capabilities and International Performance of the Korean Export Ventures

INTERNATIONAL BUSINESS REVIEW ◽

10.21739/ibr.2020.12.24.4.45 ◽

2020 ◽

Vol 24 (4) ◽

pp. 45-58

Author(s):

Keun-Ho Park

Keyword(s):

Market Orientation ◽

Dynamic Capabilities ◽

Export Market ◽

Moderating Effects ◽

International Performance

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Revisiting entrepreneurial capabilities and export market orientation: a multi-scale investigation in an emerging economy

International Journal of Emerging Markets ◽

10.1108/ijoem-08-2019-0644 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Cited By ~ 2

Author(s):

Anisur R. Faroque ◽

Md Imtiaz Mostafiz ◽

Mohammad Omar Faruq ◽

Mohammad Fuad Bin Bashar

Keyword(s):

Market Orientation ◽

Customer Orientation ◽

New Ventures ◽

Emerging Economy ◽

Export Market ◽

Superior Performance ◽

Content Type ◽

International Performance ◽

Multi Scale ◽

Strategic Orientations

PurposeThe study aims to bridge entrepreneurial capability, export market orientation and the international performance of international new ventures (INVs). Thus, multi-scale entrepreneurial capabilities have been adopted to provide more profound insights into the literature on early internationalisation. Since little is known about the antecedents of export market orientation, the performance outcome of this is ambiguous. This study aims to enhance knowledge in this pressing research area.Design/methodology/approachThe sample of this study consists of data (354 firms) from INVs operating in the apparel industry of an emerging economy, namely, Bangladesh. Structural equation modelling has been used to investigate the hypothesised relationships.FindingsFor the Deshpandé and Farley (1999) scale, the effect of general entrepreneurial capability on intelligence dissemination and responsiveness is positively significant. Similarly, the effects of international entrepreneurial capability on customer orientation, intelligence generation, dissemination and responsiveness are positively significant. However, general entrepreneurial capability has non-significant effects on customer orientation and intelligence generation. The results also showed that export market orientation positively mediates the relationship between international entrepreneurial capability and firm performance. For the Morris and Paul (1987) scale, the hypothesised relationships between capabilities and market orientation are positively significant and, therefore, support the mediating relationships for both general entrepreneurial capability and international entrepreneurial capability.Originality/valueMerely having capabilities without acknowledging the firm's strategic orientations is not sufficient to secure superior performance. The authors urge entrepreneurs to capitalise on their entrepreneurial capabilities to leverage organisation-wide export-market-oriented behaviour to achieve superior international performance in emerging economies.

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Strategic orientations and export market success of manufacturing firms

International Marketing Review ◽

10.1108/02651331211242647 ◽

2012 ◽

Vol 29 (4) ◽

pp. 424-441 ◽

Cited By ~ 15

Author(s):

Hans Eibe Sørensen ◽

Tage Koed Madsen

Keyword(s):

Market Orientation ◽

Foreign Market ◽

Manufacturing Firms ◽

Export Market ◽

Content Type ◽

Joint Effects ◽

International Orientation ◽

Market Portfolio ◽

Strategic Orientations ◽

Market Success

PurposeThe purpose of this study is to investigate the association of international orientation and market orientation and their joint effects on export market success. Additionally, it aims to examine how firms’ foreign market portfolio diversity moderates this association.Design/methodology/approachOn the basis of a review of the literature on market orientation and international orientation in relation to manufacturers’ performance on export markets, the paper proposes a set of hypotheses. The hypotheses are empirically tested using 249 questionnaire responses from CEOs supplemented with census data.FindingsThe results indicate that international orientation is positively related to export market success and that this relationship is independent of market portfolio diversity. The paper provides insights to the limitations of the dominant position that holds market orientation as an undisputed valuable strategic capability since market orientation has different non‐linear associations with export market success depending on market portfolio diversity. Finally, the results indicate that the joint effects of international orientation and market orientation on export market success only are present for firms with a focused market portfolio.Research limitations/implicationsThe authors argue that the performance implications of different strategic orientations on export market success are context‐dependent and that firms’ market portfolio diversity assists in providing this nuanced insight. The study's empirical cross‐sectional setting limits inference about causality among the constructs.Practical implicationsWhile all exporting manufacturing firms may benefit from an international orientation, business practitioners are advised to pay particular attention to the diversity of their foreign market portfolio prior to allocating resources to market‐oriented activities.Originality/valueIn this empirical contribution, the authors show how international orientation explains performance differentials among manufacturing exporters as well as how market orientation positively moderates this relationship. Furthermore, the paper shows the context dependency of the value of firms’ market orientation on the basis of export market portfolio diversity.

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