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Lengler, J., Sousa, C. & Marques, C. (2013). Exploring the linear and quadratic effects of customer and competitor orientation on export performance. International Marketing Review. 30 (5), 440-468

J. F. Lengler et al.,  "Exploring the linear and quadratic effects of customer and competitor orientation on export performance", in Int. Marketing Review, vol. 30, no. 5, pp. 440-468, 2013

@article{lengler2013_1732203598001,
	author = "Lengler, J. and Sousa, C. and Marques, C.",
	title = "Exploring the linear and quadratic effects of customer and competitor orientation on export performance",
	journal = "International Marketing Review",
	year = "2013",
	volume = "30",
	number = "5",
	doi = "10.1108/IMR-03-2011-0087",
	pages = "440-468",
	url = "http://www.emeraldinsight.com/doi/abs/10.1108/IMR-03-2011-0087"
}

TY  - JOUR
TI  - Exploring the linear and quadratic effects of customer and competitor orientation on export performance
T2  - International Marketing Review
VL  - 30
IS  - 5
AU  - Lengler, J.
AU  - Sousa, C.
AU  - Marques, C.
PY  - 2013
SP  - 440-468
SN  - 0265-1335
DO  - 10.1108/IMR-03-2011-0087
UR  - http://www.emeraldinsight.com/doi/abs/10.1108/IMR-03-2011-0087
AB  - Purpose – 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. In addition, few studies have examined the quadratic effects of customer and competitor
orientation on export performance. To address this gap in the literature we test a model that examines
whether customer and competitor orientation have linear or quadratic relationships with export
performance. We also investigate if competitive intensity moderates the linear and quadratic
relationships between customer and competitor orientation and export profit.
Design/methodology/approach – The hypotheses are tested using survey data collected from 197
Brazilian export firms. Structural equation modeling was conducted to test the hypothesized
relationships and to validate the proposed conceptual model.
Findings – Empirical evidence reveals that, while customer orientation has a U-shaped relationship
with export sales, the competitor orientation–export profit relationship is linear. Our results also
provide evidence that the positive quadratic relationship between customer orientation and export
profit is mediated by export sales. Contrary to expectations, the results also indicate that none of the
linear or quadratic relationships investigated in the model are moderated by competitive intensity.
Originality/value – We test a model in an export context that examines whether the relationships
between the separate components of market orientation and export performance are linear or
quadratic. We also contribute to the literature by examining these relationships in the context of a
developing country, namely Brazil.
ER  -