Exporting to Emerging Markets: Is there a Linkage between Market Orientation and Performance?
Sprache des Vortragstitels:
Englisch
Original Tagungtitel:
European Academy of Management Conference
Sprache des Tagungstitel:
Englisch
Original Kurzfassung:
This paper presents our findings from an empirical survey of 170 CEOs from manufacturing firms with international activities in Eastern Europe. The study aims to examine the linkages between marketing management practices and performance within the setting of an international and dynamic firm environment. Specifically we focus on aspects of the market orientation (MO) and entrepreneurial orientation (EO) and its relationship to concurrent firm exploration and exploitation. We argue that both market oriented ?external? as well as
company-oriented ?internal? practices were found to be positive and significant predictors of international performance. Our study showed that the relationship between MO and EO
practices and internationalization is significant and positive in a cross-industry sense. Theoretical contribution of this research consists of modification of Uppsala-model of
internationalization under condition of management practices in the context of uncertain transition economies. The authors of this article add to the emerging economy performance
research literature by studying the relevance of market orientation and entrepreneurial
orientation in determining firm performance in emerging markets in an environment
influenced by the actual economic crisis.
Sprache der Kurzfassung:
Englisch
Englischer Vortragstitel:
EXPORTING TO EMERGING MARKETS: IS THERE A LINKAGE BETWEEN
Englischer Tagungstitel:
European Academy of Management Conference
Englische Kurzfassung:
This paper presents our findings from an empirical survey of 170 CEOs from manufacturing
firms with international activities in Eastern Europe. The study aims to examine the linkages
between marketing management practices and performance within the setting of an
international and dynamic firm environment. Specifically we focus on aspects of the market
orientation (MO) and entrepreneurial orientation (EO) and its relationship to concurrent firm
exploration and exploitation. We argue that both market oriented ?external? as well as
company-oriented ?internal? practices were found to be positive and significant predictors of
international performance. Our study showed that the relationship between MO and EO
practices and internationalization is significant and positive in a cross-industry sense.
Theoretical contribution of this research consists of modification of Uppsala-model of
internationalization under condition of management practices in the context of uncertain
transition economies. The authors of this article add to the emerging economy performance
research literature by studying the relevance of market orientation and entrepreneurial
orientation in determining firm performance in emerging markets in an environment
influenced by the actual economic crisis.