Article
Market orientation and performance of export ventures: the process through marketing capabilities and competitive advantages
Journal of the Academy of Marketing Science
(2011)
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.
Keywords
- Market orientation,
- marketing capabilities,
- competitive advantages,
- performance,
- export ventures
Disciplines
Publication Date
April, 2011
DOI
10.1007/s11747-010-0195-4
Citation Information
Janet Y. Murray, Yong Gao and Masaaki Kotabe. "Market orientation and performance of export ventures: the process through marketing capabilities and competitive advantages" Journal of the Academy of Marketing Science Vol. 39 (2011) p. 252 - 269 Available at: http://works.bepress.com/yong-gao/23/