淡江大學機構典藏:Item 987654321/101016
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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/101016


    Title: Enhancing export performance for business markets: effects of interorganizational relationships on export market orientation (EMO)
    Authors: Changa, Yong-Sheng;Fang, Shyh-Rong
    Contributors: 淡江大學企業管理學系
    Keywords: export market orientation;export performance;internationalization;relationship marketing;industrial marketing;business marketing
    Date: 2015-10-20
    Issue Date: 2015-03-20 09:00:59 (UTC+8)
    Publisher: Philadelphia: Routledge
    Abstract: Purpose: Drawing on the relationship marketing perspective, this study explores the effects of interorganizational relationship variables on export market orientation (EMO), in turn enhancing the export performance. Furthermore, firm internationalization was included as a moderator between export market-oriented behavior and export performance.

    Methodology: The authors tested the hypotheses via a mail survey involving 235 exporting firms. LISREL and regression analysis were used to test the proposed model.

    Findings: The results support the hypotheses, which posit that commitment, trust, and social interaction are positively related to EMO behavior, whereas power is negatively related to such behavior. Second, firm EMO behavior is positively related to export performance. Third, the degree of internationalization strengthens the effect of EMO on export performance.

    Research implications: This study improves existing theoretical understanding by supporting the relationship marketing perspective and international channel research for performing export market-oriented behaviors.

    Practical implications: The leverage of interorganizational relationships appears a solid strategy for performing export market-oriented behaviors. Exporters can focus not only on export market-oriented behaviors being performed but also on expansion to new markets.

    Originality/value: This study contributes to the marketing and international business literature and provides insights to exporters by examining the relationships among interorganizational relationship variables, EMO, and export performance. This study also introduces the degree of internationalization from a contingency-based view and demonstrates that internationalization complements EMO, and thus facilitates export performance.
    Relation: Journal of Business-to-Business Marketing 22(3), pp.211-228
    DOI: 10.1080/1051712X.2015.1081014
    Appears in Collections:[Graduate Institute & Department of Business Administration] Journal Article

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