Selected empirical studies on export market orientation and export venture performance
| Author(s) | Research context | Approach to EMO concept | International channel partner’s role | International channel partner’s type | Key findings |
|---|---|---|---|---|---|
| Murray et al. (2011) | 491 export ventures based in China | Aggregated | – | – | Export market orientation positively affects export venture performance by enhancing product development, pricing, and communication capabilities |
| Chung (2012) | 100 New Zealand export ventures | Disaggregated | – | – | The dimensions of intelligence generation and dissemination positively affect the dimension of responsiveness, leading to high strategic export performance. Business and political ties moderate the relationships among export market orientation dimensions |
| Katsikea et al. (2019) | 168 Greek manufacturing export ventures | Disaggregated | – | – | The dimensions of intelligence generation and dissemination enhance the development of export sales strategy, leading to high export venture performance |
| Ipek and Tanyeri (2021) | 221 Turkish export ventures | Aggregated | – | – | Home country institutional features (i.e. economic, regulatory, and sociocultural environments) determine the degree of export market orientation, which enhances export venture performance |
| He et al. (2013) | 195 Chinese manufacturing export ventures | Aggregated | ✓ | – | The fit between the degree of export market orientation, institutional features, and export channel type is positively related to export venture performance |
| He et al. (2018) | 214 Chinese manufacturing export ventures | Aggregated | ✓ | – | Export channel type moderates the benefits of export market orientation. Export market orientation is likely to enhance export venture performance more when using a hierarchical export channel (i.e. no channel partner mode) than when using other channels (i.e. channel partner cooperation mode) |
| The present study | 246 Japanese manufacturing export ventures | Disaggregated | ✓ | ✓ | The extent to which international channel partners are selected through word-of-mouth referrals has a moderating role in shaping high export performance; it acts as an enabling condition for intelligence activity, as well as a disenabling condition for responsiveness activity |
| Author(s) | Research context | Approach to EMO concept | International channel partner’s role | International channel partner’s type | Key findings |
|---|---|---|---|---|---|
| 491 export ventures based in China | Aggregated | – | – | Export market orientation positively affects export venture performance by enhancing product development, pricing, and communication capabilities | |
| 100 New Zealand export ventures | Disaggregated | – | – | The dimensions of intelligence generation and dissemination positively affect the dimension of responsiveness, leading to high strategic export performance. Business and political ties moderate the relationships among export market orientation dimensions | |
| 168 Greek manufacturing export ventures | Disaggregated | – | – | The dimensions of intelligence generation and dissemination enhance the development of export sales strategy, leading to high export venture performance | |
| 221 Turkish export ventures | Aggregated | – | – | Home country institutional features (i.e. economic, regulatory, and sociocultural environments) determine the degree of export market orientation, which enhances export venture performance | |
| 195 Chinese manufacturing export ventures | Aggregated | ✓ | – | The fit between the degree of export market orientation, institutional features, and export channel type is positively related to export venture performance | |
| 214 Chinese manufacturing export ventures | Aggregated | ✓ | – | Export channel type moderates the benefits of export market orientation. Export market orientation is likely to enhance export venture performance more when using a hierarchical export channel (i.e. no channel partner mode) than when using other channels (i.e. channel partner cooperation mode) | |
| The present study | 246 Japanese manufacturing export ventures | Disaggregated | ✓ | ✓ | The extent to which international channel partners are selected through word-of-mouth referrals has a moderating role in shaping high export performance; it acts as an enabling condition for intelligence activity, as well as a disenabling condition for responsiveness activity |
Note(s): EMO = Export market orientation
Source(s): Author’s own creation
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