Market orientation and performance of export ventures: The process through marketing capabilities and competitive advantages

Janet Y. Murray; Gerald Yong Gao; Masaaki Kotabe

doi:10.1007/s11747-010-0195-4

Market orientation and performance of export ventures: The process through marketing capabilities and competitive advantages

Janet Y. Murray, Gerald Yong Gao, Masaaki Kotabe

Research output: Contribution to journal › Article › peer-review

390 Citations (Scopus)

Abstract

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.

Original language	English
Pages (from-to)	252-269
Number of pages	18
Journal	Journal of the Academy of Marketing Science
Volume	39
Issue number	2
DOIs	https://doi.org/10.1007/s11747-010-0195-4
Publication status	Published - 2011 Apr
Externally published	Yes

Keywords

Competitive advantages
Export ventures
Market orientation
Marketing capabilities
Performance

ASJC Scopus subject areas

Business and International Management
Economics and Econometrics
Marketing

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10.1007/s11747-010-0195-4

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abstract = "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.",

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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.

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Market orientation and performance of export ventures: The process through marketing capabilities and competitive advantages

Abstract

Keywords

ASJC Scopus subject areas

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