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Relationship of Export Market Orientation, Selected Export Strategy, and Export Performance: An Empirical Study

B. Peter Hoang
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Relationship of Export Market Orientation, Selected Export Strategy, and Export Performance: An Empirical Study

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Abstract

Since its introduction, market orientation (MO) has emerged as a major construct within the strategic management literature. Efforts have also been made to extend the concept into export operations. In contrast to MO, empirical studies of export market orientation (EMO) is relatively limited, and most of the studies tend focus on the direct causal relationship between EMO and performance. From a resource-based perspective, however, EMO may not influence performance directly, but only a mediating effect by facilitating strategic actions that direct affect performance. In this study, a structural equation modeling is employed to examine the role that export strategies play in the context of the relationship between EMO and export performance. The research results, based on 142 small export manufacturing firms suggest EMO influences performance directly as well as indirectly via export strategies. This partial mediating evidence provides a further understanding of how the EMO construct is related to performance.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

B. Peter Hoang. 2015. "Relationship of Export Market Orientation, Selected Export Strategy, and Export Performance: An Empirical Study". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 15 (GJMBR Volume 15 Issue 26 (E6)).

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  • Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 (CC BY-NC-ND 4.0)
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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords
export market orientationexport performanceexport strategystructural equation model
Classification
GJMBR-E Classification JEL Code: M19
M30
  • Submission ReceivedFebruary 12, 2015
  • Peer Review Double Blind
    Handling Editor
  • Accepted February 28, 2015
  • Published June 15, 2015
Version of record
v1.2

Issue date
June 15, 2015

Language
English
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Relationship of Export Market Orientation, Selected Export Strategy, and Export Performance: An Empirical Study

B. Hoang
B. Hoang
  • Submission ReceivedFebruary 12, 2015
  • Peer Review Double Blind
    Handling Editor
  • Accepted February 28, 2015
  • Published June 15, 2015