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Market orientation and performance of export ventures: the process through marketing capabilities and competitive advantages
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Market orientation and performance of export ventures: the process through marketing capabilities and competitive advantages
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Journal Article
Market orientation and performance of export ventures: the process through marketing capabilities and competitive advantages
2011
Overview
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.
Publisher
Springer US,Springer Science + Business Media LLC,Springer,Springer Nature B.V
Subject
