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

Janet Y. Murray, Gerald Yong Gao, Masaaki Kotabe

Research output: Contribution to journalArticlepeer-review

358 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)252-269
Number of pages18
JournalJournal of the Academy of Marketing Science
Volume39
Issue number2
DOIs
Publication statusPublished - 2011 Apr
Externally publishedYes

Keywords

  • Competitive advantages
  • Export ventures
  • Market orientation
  • Marketing capabilities
  • Performance

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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