Assessing measurement invariance of export market orientation: A study of Chinese and non-Chinese firms in China

Janet Y. Murray*, Gerald Yong Gao, Masaaki Kotabe, Nan Zhou

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

67 Citations (Scopus)

Abstract

In response to numerous calls for the cross-cultural validation of measures used in international research, the authors assess measurement invariance of the export market orientation (EMO) and export performance (EP) constructs using 491 Chinese and non-Chinese export ventures in China. The results show that both the EMO and the EP scales are invariant between Chinese and non-Chinese export ventures. In addition, different EMO components have differential effects on EP for Chinese versus non-Chinese firms. To achieve higher EP, Chinese firms should focus on export intelligence responsiveness, and non-Chinese firms should concentrate their efforts on export intelligence generation. The authors discuss implications and suggest directions for further research.

Original languageEnglish
Pages (from-to)41-62
Number of pages22
JournalJournal of International Marketing
Volume15
Issue number4
DOIs
Publication statusPublished - 2007
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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