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The Influence of the Dimensions of Export Market Orientation on Export Performance: A Meta-Analysis Study

Year 2020, , 1043 - 1060, 30.11.2020
https://doi.org/10.17153/oguiibf.527573

Abstract

This study aims to quantitatively synthesize all empirical research on the link between the dimensions of export market orientation and export performance, and to investigate the effects of possible contextual and measurement moderators on these relationships. This meta-analysis examining 70 total effects (N = 2,829) demonstrates that export market intelligence generation has a more powerful effect on export performance in comparison with other dimensions of export market orientation. Moreover, the meta-analytic evidence also indicates that the association between export market orientation and export performance is stronger for the studies measuring the performance construct with subjective items and concentrating on its non-economic indicators. Also, the magnitude of the correlation between export market orientation and export performance reveals identical results for both developed and developing economies in achieving better export performance.

References

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  • Cadogan, John W.; Diamantopoulos, Adamantios; Siguaw, Judy A. (2002), “Export Market-Oriented Activities: Their Antecedents and Performance Consequences”, Journal of International Business Studies, Vol. 33, No. 3: 615-626.
  • Cadogan, John W.; Kuivalainen, Olli; Sundqvist, Sanna (2009), “Export Market-Oriented Behavior and Export Performance: Quadratic and Moderating Effects under Differing Degrees of Market Dynamism and Internati-onalization”, Journal of International Marketing, Vol. 17, No. 4: 71-89.
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İhracat Pazar Yönelimi Boyutlarının İhracat Performansı Üzerindeki Etkisi: Bir Meta-Analiz Çalışması

Year 2020, , 1043 - 1060, 30.11.2020
https://doi.org/10.17153/oguiibf.527573

Abstract

Bu çalışma, ilgili literatürde ihracat pazar yönelimi boyutları ve ihracat performansı arasındaki ilişkiyi incelemiş olan ampirik bulguları sentezlemeyi ve bu ilişki üzerinde etkisi olabileceği düşünülen bağlamsal ve ölçümsel moderatör değişkenleri ortaya çıkarmayı hedeflemektedir. Bu meta-analiz çalışması 70 etki büyüklüğünü (N = 2,829) inceleyerek, ihracat pazar bilgisi oluşturmanın, diğer ihracat pazar yönelimi boyutlarına kıyasla, ihracat performans göstergelerini iyileştirmede daha etkili olduğunu ve öznel ve ekonomik olmayan ölçümsel moderatörlerin ise ihracat pazar yönelimi yüksek firmaların performansını geliştirmede daha önemli bir rol oynadığını ortaya koymaktadır. Bunun yanı sıra, ihracat pazar yönelimi ile ihracat performansı arasındaki ilişkinin büyüklüğü hem ekonomisi gelişmiş hem de gelişmekte olan ülkeler için benzer bir durum sergilemekte ve ihracat pazar yöneliminin ihracat pazarlarında başarıyı yakalamasına yardımcı olduğu görülmektedir.

References

  • Acosta, Alexandra Solano; Crespo, Ángel Herrero; Agudo, Jesús Collado (2018), “Effect of Market Orientation, Network Capability and Entrepreneurial Orientation on International Performance of Small and Medium Enterprises (SMEs)”, International Business Review, Vol. 27, No. 6: 1128-1140.
  • Akyol, Ayşe; Akehurst, Gary (2003), “An Investigation of Export Performance Variations Related to Corporate Export Market Orientation”, European Business Review, Vol. 15, No. 1: 5-19.
  • Birleşmiş Milletler (2018), “World Economic Situation Prospects”. https://www.un.org/development/desa/dpad/wp-content/uploads/sites/45/publication/WESP2018_Full_Web-1.pdf, (Erişim: 11.12.2018).
  • Birru, Worku Tuffa; Runhaar, Piety; Zaalberg, Ruud; Lans, Thomas; Mulder, Martin (2018), “Explaining Organi-zational Export Performance by Single and Combined International Business Competencies”, Journal of Small Business Management, Vol. XX, No. X: XX-XX.
  • Borenstein, Michael; Hedges, Larry V.; Higgins, Julian P.T.; Rothstein, Hannah R. (2009), Introduction to Meta-Analysis, UK: John Wiley & Sons.
  • Boso, Nathaniel; Annan, Jonathan; Adeleye, Ifedapo; Iheanachor, Nkemdilim; Narteh, Bedman (2018), “Examining the Paths from Export Strategic Orientations to Export Performance: The Mediating Role of Export Resource Transformation Capability”, Thunderbird International Business Review, Vol. 60, No. 2: 207-230.
  • Boso, Nathaniel; Cadogan, John W.; Story, Vicky M. (2012), “Entrepreneurial Orientation and Market Orienta-tion as Drivers of Product Innovation Success: A Study of Exporters From A Developing Economy”, Internati-onal Small Business Journal, Vol. 31, No. 1: 57-81.
  • Cadogan, John W.; Cui, Charles; Li, Erik Kwok Yeung (2003), “Export Market-Oriented Behavior and Export Performance: The Moderating Roles of Competitive Intensity and Technological Turbulence”, International Marketing Review, Vol. 20, No. 5: 493-513.
  • Cadogan, John W.; Diamantopoulos, Adamantios; De Mortanges, Charles Pahud (1999), “A Measure of Export Market Orientation: Scale Development and Cross-Cultural Validation”, Journal of International Business Studies, Vol. 30, No. 4: 689-707.
  • Cadogan, John W.; Diamantopoulos, Adamantios; Siguaw, Judy A. (2002), “Export Market-Oriented Activities: Their Antecedents and Performance Consequences”, Journal of International Business Studies, Vol. 33, No. 3: 615-626.
  • Cadogan, John W.; Kuivalainen, Olli; Sundqvist, Sanna (2009), “Export Market-Oriented Behavior and Export Performance: Quadratic and Moderating Effects under Differing Degrees of Market Dynamism and Internati-onalization”, Journal of International Marketing, Vol. 17, No. 4: 71-89.
  • Cadogan, John W.; Paul, Nicola J.; Salminen, Risto T.; Puumalainen, Kaisu; Sundqvist, Sanna (2001), “Key Antecedents to “Export” Market-Oriented Behaviors: A Cross-National Empirical Examination”, International Journal of Research in Marketing, Vol. 18, No. 3: 261-282.
  • Cadogan, John W.; Sundqvist, Sanna; Puumalainen, Kaisu; Salminen, Risto T. (2012), “Strategic Flexibilities and Export Performance: The Moderating Roles of Export Market-Oriented Behavior and the Export Environ-ment”, European Journal of Marketing, Vol. 46, No. 10: 1418-1452.
  • Cano, Cynthia Rodriguez; Carrillat, Francois A.; Jaramillo, Fernando (2004), “A Meta-Analysis of the Relations-hip between Market Orientation and Business Performance: Evidence from Five Continents”, International Journal of Research in Marketing, Vol. 21, No. 2: 179-200.
  • Chakravarthy, Balaji S. (1986), “Measuring Strategic Performance”, Strategic Management Journal, Vol. 7, No. 5: 437-458.
  • Chang, Yong-Sheng; Fang, Shyh-Rong (2015), “Enhancing Export Performance for Business Markets: Effects of Interorganizational Relationships on Export Market Orientation (EMO)”, Journal of Business-to-Business Mar-keting, Vol. 22, No. 3: 211-228.
  • Chang, Woojung; Franke, George R.; Butler, Timothy D.; Musgrove, Carolyn F.; Ellinger, Alexander E. (2014), “Differential Mediating Effects of Radical and Incremental Innovation on Market Orientation-Performance Relationship: A Meta-Analysis”, Journal of Marketing Theory and Practice, Vol. 22, No. 3: 235-250.
  • Chang, Sea-Jin; Van Witteloostuijn, Arjen; Eden, Lorraine (2010), “From The Editors: Common Method Vari-ance in International Business Research”, Journal of International Business Studies, Vol. 41, No. 2: 178–184.
  • Chung, Henry F.L. (2012), “Export Market Orientation, Managerial Ties, and Performance”, International Marketing Review, Vol. 29, No. 4: 403-423.
  • Cooper, Harris; Hedges, Larry V.; Valentine, Jeffrey C. (2009), The Handbook of Research Synthesis and Meta-Analysis, New York: Russell Sage Foundation.
  • Covin, Jeffrey G.; Prescott, John E.; Slevin, Dennis P. (1990), “The Effects of Technological Sophistication on Strategic Profiles, Structure and Firm Performance”, Journal of Management Studies, Vol. 27, No. 5: 485-510.
  • Cronin Jr, Joseph J.; Page Jr, Thomas J. (1988), “An Examination of the Relative Impact of Growth Strategies on Profit Performance”, European Journal of Marketing, Vol. 22, No. 1: 57-68.
  • Day, George S. (1999), “Misconceptions About Market Orientation”, Journal of Market-Focused Manage-ment, Vol. 4, No.1: 5-16.
  • Deshpandé, Rohit; Farley, John U.; Webster Jr, Frederick E. (1993), “Corporate Culture, Customer Orienta-tion, and Innovativeness in Japanese Firms: A Quadrad Analysis”, Journal of Marketing, Vol. 57, No. 1: 23-37.
  • Dess, Gregory G.; Robinson Jr, Richard B. (1984), “Measuring Organizational Performance in the Absence of Objective Measures: The Case of the Privately‐Held Firm and Conglomerate Business Unit”, Strategic Mana-gement Journal, Vol. 5, No. 3: 265-273.
  • Diamantopoulos, Adamantios; Hart, Susan (1993), “Linking Market Orientation and Company Performance: Preliminary Evidence on Kohli and Jaworski's Framework”, Journal of Strategic Marketing, Vol. 1, No. 2: 93-121.
  • Doty, D. Harold; Glick, William H. (1998), “Common Methods Bias: Does Common Methods Variance Really Bias Results?”, Organizational Research Methods, Vol. 1, No. 4: 374-406.
  • Doyle, Peter; Wong, Veronica (1998), “Marketing and Competitive Performance: An Empirical Study”, Euro-pean Journal of Marketing, Vol. 32, No. 5/6: 514-535.
  • Duval, Sue; Tweedie, Richard (2000), “A Nonparametric “Trim And Fill” Method of Accounting For Publica-tion Bias in Meta-Analysis”, Journal of the American Statistical Association, Vol. 95, No. 449: 89-98.
  • Ellis, Paul D. (2005), “Market Orientation and Marketing Practice in a Developing Economy”, European Jour-nal of Marketing, Vol. 39, No. 5/6: 629-645.
  • Ellis, Paul D. (2006), “Market Orientation and Performance: A Meta-Analysis and Cross-National Compari-sons”, Journal of Management Studies, Vol. 43, No. 5: 1089-1107.
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There are 86 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Nilay Bıçakcıoğlu 0000-0002-7705-3827

İlayda İpek 0000-0001-7095-4078

Publication Date November 30, 2020
Submission Date February 15, 2019
Published in Issue Year 2020

Cite

APA Bıçakcıoğlu, N., & İpek, İ. (2020). İhracat Pazar Yönelimi Boyutlarının İhracat Performansı Üzerindeki Etkisi: Bir Meta-Analiz Çalışması. Eskişehir Osmangazi Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 15(3), 1043-1060. https://doi.org/10.17153/oguiibf.527573