English
Ciência-IUL
Publicações
Descrição Detalhada da Publicação
Examining the relationship between market orientation and export performance: the moderating role of competitive Intensity
Título Revista
Advances in International Marketing
Ano (publicação definitiva)
2014
Língua
Inglês
País
Reino Unido
Mais Informação
Web of Science®
Scopus
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Abstract/Resumo
Despite some attempts to integrate the market orientation construct into the international marketing area, most conceptual and empirical studies have been conducted in the context of domestic operations. To address this gap we examine whether competitive intensity moderates the relationships among the components of market orientation and export performance. Data was used from 197 Brazilian export companies. Results suggest that interfunctional coordination enhances customer and competitor orientation. Moreover, customer orientation has no direct effect on export performance, while competitor orientation has a positive effect on firm’s international performance. Findings also indicate that competitive intensity moderates all the relationships tested in the model.
Agradecimentos/Acknowledgements
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Palavras-chave
Export performance,Customer orientation,Competitor orientation,Interfunctional coordination,Competitive intensity,Brazil
Classificação Fields of Science and Technology
- Economia e Gestão - Ciências Sociais
