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

• Published in: Journal of the Academy of Marketing Science Vol. 39; no. 2; pp. 252 - 269
• Main Authors: Murray, Janet Y., Gao, Gerald Yong, Kotabe, Masaaki
• Format: Journal Article
• Language: English
• Published: Boston Springer US 01.04.2011; Springer Science + Business Media LLC; Springer; Springer Nature B.V
• Subjects: Alliances; Analysis; Business and Management; China; Communication; Competition; Competitive advantage; Emerging markets; Exportwirtschaft; Internationaler Markteintritt; Marketing; Marketing communications; Marketingmanagement; Original Empirical Research; Product development; Social Sciences; Strategic management; Wettbewerbsvorteil; United States; Competitive advantages; Marketing capabilities; Market orientation; Export ventures; Performance
• ISSN: 0092-0703; 1552-7824
• DOI: 10.1007/s11747-010-0195-4

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.