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Article
Publication date: 23 August 2021

Diana Kolbe, Marta Frasquet and Haydee Calderon

This study aims to extend the existing base of knowledge of proactive and reactive market orientation and innovation capability by testing their impact on the export

Abstract

Purpose

This study aims to extend the existing base of knowledge of proactive and reactive market orientation and innovation capability by testing their impact on the export performance of emerging-market small- and medium-sized enterprises (SMEs) in a Latin American context.

Design/methodology/approach

This paper is a replication study, and its data were collected through a survey answered by general, marketing, sales or export managers at 155 Mexican SMEs. The research model was tested using partial least squares.

Findings

The study results indicate that innovation capability and reactive market orientation are drivers of export performance in Latin American SMEs. Moreover, proactive market orientation has been found to have an indirect effect on export results.

Practical implications

This study highlights to managers of Latin American SMEs the importance of capability development and deployment to improve export performance.

Social implications

SMEs enabled by strategic and technological innovation based on current and latent customer needs can advantageously perform in foreign markets and can drive economic growth and social and human development in Latin America.

Originality/value

Recent studies have focused on emerging-market enterprises and the necessity of developing dynamic capabilities to achieve internationalisation. This study extends previous research by assessing the robustness and generalizability of drivers in export performance for manufacturing SMEs in Latin America. In particular, it provides empirical insights on the capabilities to develop by Latin American SMEs to achieve better export performance.

Details

Multinational Business Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1525-383X

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Book part
Publication date: 20 January 2014

Jorge F. B. Lengler, Carlos M. P. Sousa and Catarina Marques

Despite some attempts to integrate the market orientation construct into the international marketing area, most conceptual and empirical studies have been conducted in the…

Abstract

Despite some attempts to integrate the market orientation construct into the international marketing area, most conceptual and empirical studies have been conducted in the context of domestic operations. To address this gap we examine whether competitive intensity moderates the relationships among the components of market orientation and export performance. Data was used from 197 Brazilian export companies. Results suggest that interfunctional coordination enhances customer and competitor orientation. Moreover, customer orientation has no direct effect on export performance, while competitor orientation has a positive effect on firm’s international performance. Findings also indicate that competitive intensity moderates all the relationships tested in the model.

Details

International Marketing in Rapidly Changing Environments
Type: Book
ISBN: 978-1-78190-896-9

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Book part
Publication date: 6 March 2009

Sanna Sundqvist and Olli Kuivalainen

A common weakness of most growth models is the assumption that growth is a desired objective for entrepreneurs (see, e.g. Bird, 1989). However, not all entrepreneurial…

Abstract

A common weakness of most growth models is the assumption that growth is a desired objective for entrepreneurs (see, e.g. Bird, 1989). However, not all entrepreneurial firms seek growth as their primary objective (Covin, Slevin, & Covin, 1990; Porter, 1996), and further there is no reason to expect that all entrepreneurs want their businesses to grow in similar ways (Liao & Welsch, 2003). Thus, in many cases researchers have separated growth orientation from actual growth. In previous studies growth orientation has been defined as precondition to growth (see, e.g. Autio et al., 2000). Growth orientation is an attitudinal concept based on subjective evaluation (Nummela, Puumalainen, & Saarenketo, 2005) and is considered to be particularly important for international growth (Yli-Renko et al., 2002). IGO is thought to be a useful construct for differentiating companies according to their motivation to seek growth in international markets, and also for identifying the factors behind the chosen growth strategies (Nummela et al., 2005).

Details

New Challenges to International Marketing
Type: Book
ISBN: 978-1-84855-469-6

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Article
Publication date: 14 May 2020

İlayda İpek and Mustafa Tanyeri

Anchored mainly on the institutional theory and resource-based view, this study endeavors to investigate the interplay between home country institutional environment…

Abstract

Purpose

Anchored mainly on the institutional theory and resource-based view, this study endeavors to investigate the interplay between home country institutional environment (economic, regulatory and socio-cultural environment), export market orientation and export performance. Besides, this study also aims to examine the moderating role of firm resources (knowledge-based and managerial resources) in the associations between home country institutions and export market orientation.

Design/methodology/approach

Drawing on data from a sample of 221 exporting firms in Turkey, the conceptual model is empirically examined by structural equation modeling.

Findings

The findings reveal that regulatory environment is conducive to the improvement of export market orientation, which is instrumental in cultivating export performance. Importantly, empirical evidence also proves that higher levels of knowledge-based and managerial resources strengthen the linkage between home country institutions and export market orientation.

Originality/value

Integrating institutional theory with the resource-based view, this research considerably contributes to the current understanding of the export market orientation phenomenon by filling the knowledge gap on the differential impacts of home country’s economic, regulatory and socio-cultural environment on export market orientation. Moreover, this study provides worthwhile insights into the moderating effect of knowledge-based and managerial resources on home country institutions and export market orientation and the interrelationship between export market orientation and export performance in an emerging economy.

Details

International Journal of Emerging Markets, vol. 16 no. 4
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 31 January 2020

Nilay Bıçakcıoğlu-Peynirci and İlayda İpek

In spite of the considerable research interests particularly devoted to meta-analyze the empirical findings on market orientation in the domestic context, much little…

Abstract

Purpose

In spite of the considerable research interests particularly devoted to meta-analyze the empirical findings on market orientation in the domestic context, much little attention has been assigned to the role of market orientation in the field of exporting. Owing to the fast progress in the momentum of the empirical articles pertaining to export market orientation, this study aims to quantitatively synthesize all empirical studies on the export market orientation’s linkage with performance-related consequences, firm capabilities and strategy-related consequences. Besides, this meta-analysis endeavors to examine the impact of potential contextual and measurement moderators on export market orientation and its consequences by following a meta-analysis perspective.

Design/methodology/approach

The quantitative evidence was drawn from a meta-analysis of 89 total effects (N = 8,652).

Findings

The meta-analysis results reveal that export market orientation has a major impact on both innovation performance and firm capabilities. Moreover, the meta-analytic evidence also indicates that the strength of the association between export market orientation and capability building/strategy-related consequences is greater for firms operating in high collectivist cultures, whereas the magnitude of the correlation between export market orientation and performance-related consequences is stronger for least developed countries.

Originality/value

On the basis of the findings, this study considerably contributes to the related body of research by aggregating fragmented empirical evidence in the extant literature and providing beneficial insights for both researchers and practitioners.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 5
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 21 April 2020

Anisur R. Faroque, Md Imtiaz Mostafiz, Mohammad Omar Faruq and Mohammad Fuad Bin Bashar

The study aims to bridge entrepreneurial capability, export market orientation and the international performance of international new ventures (INVs). Thus, multi-scale…

Abstract

Purpose

The 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/approach

The 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.

Findings

For 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/value

Merely 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.

Details

International Journal of Emerging Markets, vol. 16 no. 3
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 1 February 2003

Ayse Akyol and Gary Akehurst

This research explores the nature and dimensions of market orientation in an international context by using empirical data from a sample of companies to rigorously test…

Abstract

This research explores the nature and dimensions of market orientation in an international context by using empirical data from a sample of companies to rigorously test hypotheses regarding market orientation as applied to export operations in the context of the Turkish clothing industry. This aim was fulfilled by reliably and validly measuring the key constructs of export market orientation and finding statistically significant relationships between dependent (export marketing orientation) and independent variables (primarily export strategy and export performance). The results of this study draw conclusions showing that the hypothesised relationship between export market orientation and export performance does exist, and in the case of Turkish clothing exporters, improving an export market orientation level is a significant contributor to the company’s export performance. The results of this study also show the dimension of export market orientation that has the strongest relation with each dimension of export performance, and identifying the other export market orientation dimensions that make a significant contribution to the explanation of export performance.

Details

European Business Review, vol. 15 no. 1
Type: Research Article
ISSN: 0955-534X

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Article
Publication date: 13 July 2012

Hans Eibe Sørensen and Tage Koed Madsen

The purpose of this study is to investigate the association of international orientation and market orientation and their joint effects on export market success…

Abstract

Purpose

The 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/approach

On 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.

Findings

The 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/implications

The 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 implications

While 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/value

In 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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Article
Publication date: 6 September 2013

Jorge Francisco Lengler, Carlos M.P. Sousa and Catarina Marques

Despite some attempts to integrate the market orientation construct into the international marketing area, most conceptual and empirical studies have been conducted in the…

Abstract

Purpose

Despite some attempts to integrate the market orientation construct into the international marketing area, most conceptual and empirical studies have been conducted in the context of domestic operations. In addition, few studies have examined the quadratic effects of customer and competitor orientation on export performance. To address this gap in the literature we test a model that examines whether customer and competitor orientation have linear or quadratic relationships with export performance. We also investigate if competitive intensity moderates the linear and quadratic relationships between customer and competitor orientation and export profit.

Design/methodology/approach

The hypotheses are tested using survey data collected from 197 Brazilian export firms. Structural equation modeling was conducted to test the hypothesized relationships and to validate the proposed conceptual model.

Findings

Empirical evidence reveals that, while customer orientation has a U‐shaped relationship with export sales, the competitor orientationexport profit relationship is linear. Our results also provide evidence that the positive quadratic relationship between customer orientation and export profit is mediated by export sales. Contrary to expectations, the results also indicate that none of the linear or quadratic relationships investigated in the model are moderated by competitive intensity.

Originality/value

We test a model in an export context that examines whether the relationships between the separate components of market orientation and export performance are linear or quadratic. We also contribute to the literature by examining these relationships in the context of a developing country, namely Brazil.

Details

International Marketing Review, vol. 30 no. 5
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 1 October 2002

John W. Cadogan, Sanna Sundqvist, Risto T. Salminen and Kaisu Puumalainen

The activities of service and product firms are compared in terms of their market‐oriented behavior in their export operations (i.e. their export market‐oriented (EMO…

Abstract

The activities of service and product firms are compared in terms of their market‐oriented behavior in their export operations (i.e. their export market‐oriented (EMO) behavior). Empirical analysis conducted on a sample of 783 Finnish exporters containing both service and product firms uncovered several interesting differences: service and product firms differed in their level of EMO behavior; the direct effects from EMO behavior to various dimensions of export success were invariant across the samples; however, the export environment moderated the link between EMO behavior and export profit performance in different ways across the samples. The results indicate that EMO behavior may be more appropriate under certain environmental conditions, and less appropriate under others. However, the nature of the relationship between EMO behavior and export success may also depend on whether the firm’s core export market offerings are services or physical products.

Details

European Journal of Marketing, vol. 36 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

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