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Erschienen in: Journal of the Academy of Marketing Science 2/2011

01.04.2011 | Original Empirical Research

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

verfasst von: Janet Y. Murray, Gerald Yong Gao, Masaaki Kotabe

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 2/2011

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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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Metadaten
Titel
Market orientation and performance of export ventures: the process through marketing capabilities and competitive advantages
verfasst von
Janet Y. Murray
Gerald Yong Gao
Masaaki Kotabe
Publikationsdatum
01.04.2011
Verlag
Springer US
Erschienen in
Journal of the Academy of Marketing Science / Ausgabe 2/2011
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-010-0195-4

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