TY - JOUR
T1 - Market orientation and performance of export ventures: the process through marketing capabilities and competitive advantages
AU - Murray, Janet Y.
AU - Gao, Yong
AU - Kotabe, Masaaki
AU - Gao, Gerald Yong
N1 - Our study focuses on the internal process through which market orientation influences performance in export markets, and develops a model of market orientation-marketing capabilities-competitive advantages-performance relationships. Using survey data of 491 export ventures based in China, we find that marketing capabilities mediate the market orientation-performance relationship, while competitive advantages partially mediate the marketing capabilities-performance relationship.
PY - 2011/4/1
Y1 - 2011/4/1
N2 - Our study focuses on the internal process through which market orientation influences performance in export markets, and develops a model of market orientation–marketing capabilities–competitive advantages–performance relationships. Using survey data of 491 export ventures based in China, we find that marketing capabilities mediate the market orientation–performance relationship, while competitive advantages partially mediate the marketing capabilities–performance relationship. Moreover, coordination mechanism strengthens, and cost leadership strategy weakens, the effects of market orientation on new product development and marketing communication capabilities, respectively. Market turbulence attenuates the effect of market orientation on new product development capability while competitive intensity strengthens this effect.
AB - Our study focuses on the internal process through which market orientation influences performance in export markets, and develops a model of market orientation–marketing capabilities–competitive advantages–performance relationships. Using survey data of 491 export ventures based in China, we find that marketing capabilities mediate the market orientation–performance relationship, while competitive advantages partially mediate the marketing capabilities–performance relationship. Moreover, coordination mechanism strengthens, and cost leadership strategy weakens, the effects of market orientation on new product development and marketing communication capabilities, respectively. Market turbulence attenuates the effect of market orientation on new product development capability while competitive intensity strengthens this effect.
KW - Market orientation
KW - marketing capabilities
KW - competitive advantages
KW - performance
KW - export ventures
UR - https://link.springer.com/article/10.1007/s11747-010-0195-4
UR - http://www.isihome.ir/freearticle/ISIHome.ir-22008.pdf
U2 - 10.1007/s11747-010-0195-4
DO - 10.1007/s11747-010-0195-4
M3 - Article
VL - 39
JO - Journal of the Academy of Marketing Science
JF - Journal of the Academy of Marketing Science
ER -