The relationship between market orientation and export performance
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Date
2007
Authors
Sefnedi
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Manufacturing sector plays a major role in Indonesia’s exports and
contributes significantly to its gross domestic product (GDP). Indonesian exporters
in the manufacturing sectors are encouraged by Indonesian government to
upgrade their implementation of marketing management competency in order to
export more. The study investigates the mediation impact of export marketing
management competency on the relationship between market orientation and
export performance in Indonesian manufacturing firms. Moderating effect of
competitive intensity, market turbulence, and technological turbulence on the
relationship between export marketing management competency and export
performance are also investigated. The study also considers the influence of the
control variables (firm size, export experience, export mode, and industrial type) on
export performance. Data are collected through mail survey and a total of 109
usable responses, representing 12.43 per cent of the total sample, are analyzed.
The results of the study indicate that the constructs of market orientation (customer
orientation, competitor orientation, and inter-functional coordination) and export
marketing management competency (export product management competency,
export pricing management competency, export promotion management
competency, and export distribution management competency) are statistically
significant predictors of export performance, whereas market orientation is a determinant of export marketing management competency. The results support the
mediation effect of export product management competency and export pricing
management competency on the relationship between market orientation and
export performance. This study does not find any evidence to support the
moderating effect of competitive intensity, market turbulence and technological
turbulence on the relationship between export marketing management competency
and export performance. In addition, the findings revealed that none of the control
variables significantly influence export performance.
Description
Master
Keywords
Business administration , Market orientation , Export performance