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

Öz

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.

Anahtar Kelimeler

• Export Market Orientation
• Export Performance
• Meta-Analysis
• Measurement Factors
• Contextual Factors

İhracat Pazar Yönelimi Boyutlarının İhracat Performansı Üzerindeki Etkisi: Bir Meta-Analiz Çalışması

Öz

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.

Anahtar Kelimeler

• İhracat Pazar Yönelimi
• İhracat Performansı
• Meta-Analiz
• Ölçümsel Faktörler
• Bağlamsal Faktörler

Kaynakça

1. 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.
2. 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.
3. 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).
4. 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.
5. Borenstein, Michael; Hedges, Larry V.; Higgins, Julian P.T.; Rothstein, Hannah R. (2009), Introduction to Meta-Analysis, UK: John Wiley & Sons.
6. 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.
7. 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.
8. 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.

9. 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.
10. 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.
11. 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.
12. 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.
13. 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.
14. 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.
15. Chakravarthy, Balaji S. (1986), “Measuring Strategic Performance”, Strategic Management Journal, Vol. 7, No. 5: 437-458.
16. 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.
17. 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.
18. 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.
19. Chung, Henry F.L. (2012), “Export Market Orientation, Managerial Ties, and Performance”, International Marketing Review, Vol. 29, No. 4: 403-423.
20. Cooper, Harris; Hedges, Larry V.; Valentine, Jeffrey C. (2009), The Handbook of Research Synthesis and Meta-Analysis, New York: Russell Sage Foundation.
21. 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.
22. 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.
23. Day, George S. (1999), “Misconceptions About Market Orientation”, Journal of Market-Focused Manage-ment, Vol. 4, No.1: 5-16.
24. 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.
25. 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.
26. 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.
27. 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.
28. Doyle, Peter; Wong, Veronica (1998), “Marketing and Competitive Performance: An Empirical Study”, Euro-pean Journal of Marketing, Vol. 32, No. 5/6: 514-535.
29. 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.
30. 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.
31. 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.
32. Finkelstein, Lisa M.; Burke, Michael J.; Raju, Nambury S. (1995), “Age Discrimination in Simulated Employ-ment Contexts: An Integrative Analysis”, Journal of Applied Psychology, Vol. 80, No. 6: 652-663.
33. Geyskens, Inge; Steenkamp; Jan-Benedict E.; Kumar, Nirmalya (1998), “Generalizations About Trust in Marke-ting Channel Relationships Using Meta-Analysis”, International Journal of Research in Marketing, Vol. 15, No. 3: 223-248.
34. Geyskens, Inge; Krishnan, Rekha; Steenkamp, Jan-Benedict E.M.; Cunha, Paulo V. (2009), “A Review and Evaluation of Meta-Analysis Practices in Management Research”, Journal of Management, Vol. 35, No. 2: 393-419.
35. Glass, Gene V. (1976), “Primary, Secondary, and Meta-Analysis of Research”, Educational Researcher, Vol. 5, No. 10: 3-8.
36. Golden, Brian R. (1992), “SBU Strategy and Performance: The Moderating Effects of the Corporate‐SBU Rela-tionship”, Strategic Management Journal, Vol. 13, No. 2: 145-158.
37. Govindarajan, Vijay (1988), “A Contingency Approach to Strategy Implementation at the Business-Unit Level: Integrating Administrative Mechanisms With Strategy”, Academy of Management Journal, Vol. 31, No. 4: 828-853.
38. Greenley, Gordon E. (1995), “Market Orientation and Company Performance: Empirical Evidence From UK Companies”, British Journal of Management, Vol. 6, No. 1: 1-13.
39. Grewal, Dhruv; Puccinelli, Nancy; Monroe, Kent B. (2018), “Meta-Analysis: Integrating Accumulated Knowledge”, Journal of the Academy of Marketing Science, Vol. 46, No. 1: 9-30.
40. Grinstein, Amir (2008a), “The Effect of Market Orientation and Its Components on Innovation Consequences: A Meta-Analysis”, Journal of the Academy of Marketing Science, Vol. 36, No. 2: 166-173.
41. Grinstein, Amir (2008b), “The Relationships between Market Orientation and Alternative Strategic Orienta-tions: A Meta-Analysis”, European Journal of Marketing, Vol. 42, No. 1/2: 115-134.
42. Han, Jim K.; Kim, Namwoon; Srivastava, Rajendra K. (1998), “Market Orientation and Organizational Perfor-mance: Is Innovation a Missing Link?”, Journal of Marketing, Vol. 62, No. 4: 30-45.
43. Harris, Lloyd C. (2001), “Market Orientation and Performance: Objective and Subjective Empirical Evidence From UK Companies”, Journal of Management Studies, Vol. 38, No. 1: 17-43.
44. Hart, Susan; Tzokas, Nikolaos (1999), “The Impact of Marketing Research Activity on SME Export Performance: Evidence from the UK”, Journal of Small Business Management, Vol. 37, No. 2: 63-75.
45. He, X.; Brouthers, Keith D.; Filatotchev, Igor (2013), “Resource-Based and Institutional Perspectives on Export Channel Selection and Export Performance”, Journal of Management, Vol. 39, No. 1: 27-47.
46. Henard, David H.; Szymanski, David M. (2001), “Why Some New Products Are More Successful Than Others”, Journal of Marketing Research, Vol. 38, No. 3: 362-375.
47. Homburg, Christian; Pflesser, Christian (2000), “A Multiple-Layer Model of Market-Oriented Organizational Culture: Measurement Issues and Performance Outcomes”, Journal of Marketing Research, Vol. 37, No. 4: 449-462.
48. Hooley, Graham; Cox, Tony; Fahy, John; Shipley, David; Beracs, József; Fonfara, Krzysztof; Snoj, Boris (2000), “Market Orientation in the Transition Economies of Central Europe: Tests of the Narver and Slater Market Orientation Scales”, Journal of Business Research, Vol. 50, No. 3: 273-285.
49. Huber, George P. (1991), “Organizational Learning: The Contributing Processes and the Literatures”, Organi-zation Science, Vol. 2, No. 1: 88-115.
50. Hunter, John E.; Schmidt, Frank L. (2004), Methods of Meta-Analysis: Correcting Error and Bias in Research Findings, Thousand Oaks, US: Sage Publications, Inc.
51. Hurley, Robert F.; Hult, Tomas M. (1998), “Innovation, Market Orientation, and Organizational Learning: An Integration and Empirical Examination”, Journal of Marketing, Vol. 62, No. 3: 42-54.
52. Janiszewski, Chris; Noel, Hayden; Sawyer, Alan G. (2003), “A Meta-Analysis of the Spacing Effect in Verbal Learning: Implications for Research on Advertising Repetition and Consumer Memory”, Journal of Consumer Research, Vol. 30, No. 1: 138-149.
53. Javalgi, Rajshekhar G.; Whipple, Thomas W.; Ghosh, Amit K.; Young, Robert B. (2005), “Market Orientation, Strategic Flexibility, and Performance: Implications for Services Providers”, Journal of Services Marketing, Vol. 19, No. 4: 212-221.
54. Jaworski, Bernard J.; Kohli, Ajay K. (1993), “Market Orientation: Antecedents and Consequences”, Journal of Marketing, Vol. 57, No. 3: 53-70.
55. Katsikeas, Constantine S.; Leonidou, Leonidas C.; Morgan, Neil A. (2000), “Firm-Level Export Performance Assessment: Review, Evaluation, and Development”, Journal of the Academy of Marketing Science, Vol. 28, No. 4: 493-511.
56. Kayabasi, Aydin; Mtetwa, Thandiwe (2016), “Impact of Marketing Effectiveness and Capabilities, and Export Market Orientation on Export Performance: Evidence From Turkey”, European Business Review, Vol. 28, No. 5: 532-559.
57. Ketchen Jr, David J.; Hult, G. Tomas M.; Slater, Stanley F. (2007), “Toward Greater Understanding of Market Orientation and The Resource‐Based View”, Strategic Management Journal, Vol. 28, No. 9: 961-964.
58. Kirca, Ahmet H.; Jayachandran, Satish; Bearden, William O. (2005), “Market Orientation: A Meta-Analytic Review and Assessment of Its Antecedents and Impact on Performance”, Journal of Marketing, Vol. 69, No. 2: 24-41.
59. Kohli, Ajay K.; Jaworski, Bernard J. (1990), “Market Orientation: The Construct, Research Propositions, and Managerial Implications”. Journal of Marketing, Vol. 54, No. 2: 1-18.
60. Kohli, Ajay K.; Jaworski, Bernard J.; Kumar, Ajith (1993), “MARKOR: A Measure of Market Orientation”, Jour-nal of Marketing Research, Vol. 30, No. 4: 467-477.
61. Kumar, Kamalesh; Subramanian, Ram; Yauger, Charles (1998), “Examining the Market Orientation-Performance Relationship: A Context-Specific Study”, Journal of Management, Vol. 24, No. 2: 201-233.
62. Lengler, Jorge F. B.; Sousa, Carlos M. P.; Perin, Marcelo Gattermann; Sampaio, Cláudio Hoffmann; Martínez-López, Francisco J. (2016), “The Antecedents of Export Performance of Brazilian Small and Medium-Sized Enterprises (SMEs): The Non-Linear Effects of Customer Orientation”, International Small Business Journal, Vol. 34, No. 5: 701-727.
63. Lin, Ku-Ho; Huang, Kuo-Feng; Peng, Yao-Ping (2014), “Impact of Export Market Orientation on Export Perfor-mance: A Relational Perspective”, Baltic Journal of Management, Vol. 9, No. 4: 403-425.
64. Lipsey, Mark W.; Wilson, David B. (2001), Practical Meta-Analysis, Thousand Oaks, US: Sage Publications, Inc.
65. Makri, Katerina; Theodosiou, Marios; Katsikea, Evangelia (2017), “An Empirical Investigation of the Antece-dents and Performance Outcomes of Export Innovativeness”, International Business Review, Vol. 26, No. 4: 628-639.
66. Mavondo, Felix T.; Farrell, Mark A. (2000), “Measuring Market Orientation: Are There Differences between Business Marketers and Consumer Marketers?”, Australian Journal of Management, Vol. 25, No. 2: 223-244.
67. Murray, Janet Y.; Gao, Gerald Yong; Kotabe, Masaaki (2011), “Market Orientation and Performance of Export Ventures: The Process through Marketing Capabilities and Competitive Advantages”, Journal of the Academy of Marketing Science, Vol. 39, No. 2: 252-269.
68. Murray, Janet Y.; Gao, Gerald Yong; Kotabe, Masaaki; Zhou, Nan (2007), “Assessing Measurement Invariance of Export Market Orientation: A Study of Chinese and Non-Chinese Firms in China”, Journal of International Marketing, Vol. 15, No. 4: 41-62.
69. Narver, John C.; Slater, Stanley F. (1990), “The Effect of a Market Orientation on Business Profitability”, Journal of Marketing, Vol. 54, No, 2: 20-35.
70. Navarro-García, Antonio; Arenas-Gaitán, Jorge; Rondán-Cataluña, F. Javier (2014), “External Environment and the Moderating Role of Export Market Orientation”, Journal of Business Research, Vol. 67, No. 5: 740-745.
71. Orwin, Robert G. (1983), “A Fail-Safe N for Effect Size in Meta-Analysis”, Journal of Educational Statistics, Vol. 8, No. 2: 157-159.
72. Özsomer, Ayşegül ve Gençtürk, Esra (2003), “A Resource-Based Model of Market Learning in the Subsidiary: The Capabilities of Exploration and Exploitation”, Journal of International Marketing, Vol. 11, No. 3: 1-29.
73. Palmatier, Robert W.; Dant, Rajiv P.; Grewal, Dhruv; Evans, Kenneth R. (2006), “Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis”, Journal of Marketing, Vol. 70, No. 4: 136-153.
74. Pascucci, Federica; Bartoloni, Sara; Gregori, Gian Luca (2016), “Export Market Orientation and International Performance in the Context of SMEs”, Journal of Small Business and Entrepreneurship, Vol. 28, No. 5: 361-375.
75. Robinson Jr, Richard B.; Pearce, John A. (1988), “Planned Patterns of Strategic Behavior and Their Relations-hip to Business‐Unit Performance”, Strategic Management Journal, Vol. 9, No. 1: 43-60.
76. Rose, Gregory M.; Shoham, Aviv (2002), “Export Performance and Market Orientation: Establishing an Empiri-cal Link”, Journal of Business Research, Vol. 55, No. 3: 217-225.
77. Rosenthal, Robert (1979), “The File Drawer Problem and Tolerance for Null Results”, Psychological Bulletin, Vol. 86, No. 3: 638-641.
78. Shoham, Aviv; Rose, Gregory M.; Kropp, Fredric (2005), “Market Orientation and Performance: A Meta-Analysis”, Marketing Intelligence & Planning, Vol. 23, No. 5: 435-454.
79. Shoham, Aviv; Ruvio, Ayalla Ruvio; Vigoda-Gadot, Eran; Schwabsky, Nitza (2006), “Market Orientations in the Nonprofit and Voluntary Sector: A Meta-Analysis of Their Relationships with Organizational Performance”, Nonprofit and Voluntary Sector Quarterly, Vol. 35, No. 3: 453-476.
80. Slater, Stanley F.; Narver, John C. (1994), “Does Competitive Environment Moderate the Market Orientation-Performance Relationship?”, Journal of Marketing, Vol. 58, No. 1: 46-55.
81. Slater, Stanley F.; Narver, John C. (1995), “Market Orientation and the Learning Organization”, Journal of Marketing, Vol. 59, No. 3: 63-74.
82. Sørensen, Hans Eibe (2009), “Why Competitors Matter for Market Orientation”, European Journal of Marke-ting, Vol. 43, No. 5/6: 735-761.
83. Sundqvist, Sauna; Puumalainen, Kaisu; Salminen, Risto T.; Cadogan, John W. (2000), “The Interaction Between Market Orientation, Industry Environment and Business Success: Evidence from an Exporting Con-text”, Australasian Marketing Journal, Vol. 8, No. 1: 55-69.
84. Szymanski, David M.; Henard, David H. (2001), “Customer Satisfaction: A Meta-Analysis of the Empirical Evi-dence”, Journal of the Academy of Marketing Science, Vol. 29, No. 1: 16-35.
85. Venkatraman, N.; Ramanujam, Vasudevan (1986), “Measurement of Business Performance in Strategy Rese-arch: A Comparison of Approaches”, Academy of Management Review, Vol. 11, No. 4: 801-814.
86. Yeoh, Poh-Lin (2000), “Information Acquisition Activities: A Study of Global Start-Up Exporting Companies”, Journal of International Marketing, Vol. 8, No. 3: 36-60.