Enhancing Export Performance for Business Markets: Effects of Interorganizational Relationships on Export Market Orientation (EMO)

Purpose: Drawing on the relationship marketing perspective, this study explores the effects of interorganizational relationship variables on export market orientation (EMO), in turn enhancing the export performance. Furthermore, firm internationalization was included as a moderator between export market-oriented behavior and export performance.

Methodology: The authors tested the hypotheses via a mail survey involving 235 exporting firms. LISREL and regression analysis were used to test the proposed model.

Findings: The results support the hypotheses, which posit that commitment, trust, and social interaction are positively related to EMO behavior, whereas power is negatively related to such behavior. Second, firm EMO behavior is positively related to export performance. Third, the degree of internationalization strengthens the effect of EMO on export performance.

Research implications: This study improves existing theoretical understanding by supporting the relationship marketing perspective and international channel research for performing export market-oriented behaviors.

Practical implications: The leverage of interorganizational relationships appears a solid strategy for performing export market-oriented behaviors. Exporters can focus not only on export market-oriented behaviors being performed but also on expansion to new markets.

Originality/value: This study contributes to the marketing and international business literature and provides insights to exporters by examining the relationships among interorganizational relationship variables, EMO, and export performance. This study also introduces the degree of internationalization from a contingency-based view and demonstrates that internationalization complements EMO, and thus facilitates export performance.     

出口企业营销动态能力提升出口绩效的机理研究

本文在动态能力观与权变理论框架下,探讨出口企业营销动态能力提升出口绩效的作用机制,利用我国238家出口企业数据实证分析后发现营销动态能力显著提升出口绩效,关键权变因素影响营销动态能力与出口绩效的作用关系,文化智力和文化距离正向调节营销动态能力与出口绩效的关系,风险倾向和制度距离负向调节营销动态能力与出口绩效的关系。这一结论为出口企业培育营销动态能力,并在不同的内外部环境条件下运用营销动态能力提升出口绩效提供有益的管理启示。     

完善网络营销的策略研究

当前我国市场经济发展的背景下,网络用户数量快速增长,网络消费已经被越来越多的人所接受,网络营销也越来越受到企业的重视,由此而产生的各类问题也收到市场参与各方的高度重视,企业作为消费品的提供者,要将深入挖掘网络营销的优势,将自身的发展与保护消费者权益有效的结合,最大程度的实现企业的价值。     

Examining the Paths from Export Strategic Orientations to Export Performance: The Mediating Role of Export Resource Transformation Capability

Export strategic orientation research suggests that export entrepreneurial orientation (EO) and market orientation (MO) directly affect export performance. Based on the dynamic capability theory, this study hypothesizes that export resource transformation capability is an intervening factor that helps explain how EO and MO, individually and jointly, impact export performance. Using archival and survey data from small and medium‐sized exporters in the United Kingdom and Nigeria, the study finds that export resource transformation capability partially mediates the individual effects of EO and MO on export performance in both samples. Results further show that export resource transformation capability does not mediate the joint effect of EO and MO on export performance. The findings help provide a more complete understanding of how export strategic orientations might be related to export performance. © 2016 Wiley Periodicals, Inc.     

A Study of Marketing Standardization and Performance of Australian,Japanese, and U.S. Firms

Given the continued importance of the globalization era, there is an ever-increasing interest in the correlation between marketing mix standardization and the firm's market performance. This issue focuses on the firm's pursuit of global markets in an environment conditional to internal and external market factors. The research examines factors on multinational firm's marketing mix (program and process marketing) from Australia, Japan, and the United States and the impact on market performance. The results are mixed providing some support for marketing standardization and profit performance.     

基于创新绩效的杭州市出口优势产业转型升级研究

在对杭州市出口优势产业进行筛选及判定的基础上,采用经济学统计方法以及DEA-Tobit两阶段分析法对纺织服装业、装备制造业的创新投入和创新效率进行8个城市间的对比分析,发现杭州市纺织服装业无论是在创新投入还是在创新效率方面均存在相对不足,装备制造业的主要问题集中在创新投入相对不足上。针对杭州市出口优势产业存在的问题,分别从技术、营销和产业链整合等方面提出转型升级建议。     

Chinese Perceptions of Issues and Obstacles Confronting Joint Ventures

In China one of the most effective means of attracting foreign capital to undertake its four modernizations is through the creation of joint ventures. The Chinese are striving for pragmatic results and emphasize that joint ventures should provide mutual benefits for both parties. Many joint ventures should provide mutual benefits for both parties. Many joint venture participants from the U.S.A. have become disillusioned and are frustrated by obstacles including government bureaucreatic interference, cultural differences, and a lack of managerial know-how by the Chinese. Based on a survey of 182 Chinese businessmen, 100 of whom engaged in joint ventures, it is evident that the CHinese share these concerns. Their perceptions provide guidelines for coping with these obstacles and clearly indicate the importance of "quanxi" in attaining the goals of joint ventures.     

Determinants of Export Performance: An Institutional Approach

This study evaluates the impact of institutional factors and innovation on the export performance of firms, from the assumption that the basic institutional framework of a country affects the export performance of firms through three transmission mechanisms: innovation, modes of entry to foreign markets, and network. The study comprises a qualitative, multicase study of five firms in the metalworking industry in the state of Santa Catarina (southern Brazil). The results of the study show the limitations of the institutional framework of the country of origin, particularly in terms of stimulating innovation in firms. On the other hand, the study points to strong evidence of the role of networking as a critical factor in determining the performance of innovation activities and export performance. Specifically, the findings highlight foreign-established networks, especially in regard to customers to drive innovation, and distributors to expand participation in markets. Finally, in terms of the effect of the institutional framework on the selection of internationalization strategies, for the cases studied, the findings suggest that the institutional frameworks of destination countries seem to exert greater influence than do the institutions of the country of origin.     

Export Expansion Process for Electronics:

This paper explores the changes in Hong Kong electronics manufacturing firms regarding the development of vertical channel integration as export marketing strategy. Analysis of data suggests that Hong Kong electronics manufacturers are increasingly utilizing foreign based channel intermediaries, and establishing internalized export departments and overseas sales offices to handle their export functions. in addition, a few cases of horizontal integration exist in the form of takeovers of Hong Kong manufacturing firms by multinationals from the United States, Japan, and the United Kingdom.     

珠三角地区互联网发展水平对净出口额的影响研究

自2014年互联网战略实施以来,互联网已经逐渐成为影响国内国际贸易的关键因素。在我国"十四五"规划中,提升企业创新能力、完善科技创新体制成为国家的战略目标。基于以上背景,探究互联网、技术创新因素对出口的影响,对我国加快地区产业升级,寻找新的出口增长点有着重要意义。本文运用了计量模型,重点探讨了广州、深圳、珠海三市互联网水平、技术创新水平对净出口额的影响,以2000—2019年三市的相关数据为样本进行了实证分析,并对结果进行了计量检验,结果发现,技术创新水平对出口有着消极影响,互联网发展水平对出口有着积极影响,并基于该结果提出结论以及政策建议。     

出口企业升级的市场演化路径研究

本文在空间上区分出国内市场与国外市场,时间上划分出金融危机前和金融危机时期,通过案例分析与实证研究探索出口企业升级在两个市场的演化路径。研究结果表明,我国出口企业在国内外市场的升级战略存在差异; 出口企业升级呈现出不同的市场演化路径,归纳为4类:市场稳定型、市场转换型、市场扩大型以及市场收缩型;市场演化路径会影响企业经营绩效,在金融危机影响下,出口企业遵从市场收缩型的演化路径是最好的选择,但相对于其他演化路径来说,并没有显著差异。     

Marketing Strategy Development Styles,Implementation Capability,and Firm Performance: Investigating the Curvilinear Impact of Multiple Strategy-Making Styles

There is growing interest in the process by which marketing strategy is developed. This article reports on a study in which we investigate the performance implications of using multiple organizational approaches to the development of marketing strategy. Specifically, we test a model in which implementation capability mediates the relationship between number of marketing strategy development (MSD) styles used and firm performance. Based on data collected from manufacturers, the results indicate that: (1) the relationship between the number of MSD styles used and implementation capability is curvilinear (an inverse U-shaped relationship), (2) implementation capability positively impacts firm performance, and (3) implementation capability mediates the relationship between number of MSD styles used and firm performance.     

Market Orientation,Competitive Strategy and Firm Performance

Abstract

In this paper, we investigate the mediating effects of a firm's competitive strategy in the market orientation-performance relationship. Based on a sample of 371 manufacturing firms in China, evidence was found that the three dimensions of market orientation exert different effects on competitive strategy and performance. Among them, customer orientation has the strongest association with competitive strategy and market performance. This lends credence to a componentwise approach on the study of the relationship between market orientation and performance. The results of structural equation analyses indicate that the mediating effect of competitive strategy is mainly revealed in innovation strategy, the most vital factor in creating superior value for the company in the emerging market. Limitations of this study and implications for future studies are discussed.     

A Taxonomic Analysis of Export Marketing Strategy:

This study focused on a taxonomic analysis of export marketing strategy pursued by U.S. electronics exporters, and identified six distinct strategy types, i.e., innovative differentiation, low price leadership, promotion- and technology-based differentiation, low price leadership with deemphasis on technology, marketing differntiation with product adaptation, and "stuck in the middle." The study also identified the significant impact of export marketing strategy on export performance. Two strategy types, i.e., low price leadership and innovative differentiation, were found to be particularly successful.     

黑龙江省蔬菜出口贸易现状及策略研究

本文对黑龙江省蔬菜产业现状,特别是黑龙江省蔬菜出口贸易进行了深入的分析和研究,总结了黑龙江省出口贸易自身优势、劣势和面临的机遇。并对黑龙江省蔬菜出口贸易发展从政府和企业两方面提出了相应建议。     

Business Strategy and Performance: An Assessment of Retailers in Guatemala

Although competitive strategy has attracted much attention in the literature, a limited number of studies have attempted to investigate the strategy-performance nexus within the context of local business units in emerging economies. This study investigates the relationship between competitive strategies and business performance among industry in Guatemala, Central America. Data from 364 retail firms in Guatemala suggest that in terms of both financial and operating performance retailers employing a combination of the cost leadership and differentiation strategies outperformed those adopting only one of the two pure strategies.     

Marketing Innovativeness on Marketing Performance: Role of Religio-Centric Relational Marketing Strategy

Abstract

This paper is an empirical study aimed at investigating the effect of marketing innovativeness, market sensing capabilities and customer relationship management on marketing performance. The researchers tried to develop and solve the problem of the gap between marketing innovativeness and marketing performance. The respondents of this study were 318. Some of them are leaders or owners of SMEs Muslim fashion in Central Java, Indonesia. Data was analyzed by using Structural Equation Modeling (SEM). The results of the study show that marketing innovativeness (MI) has no significant effect on marketing performance (MP), while market sensing capabilities (MSC) and Customer Relationship Management Capabilities (CRMC) have a significant effect on marketing performance. Likewise, marketing innovativeness, market sensing capabilities, and CRM capabilities have a significant effect on the religio-centric relational marketing strategy. Furthermore, religio-centric relational marketing strategy (RRMS) is able to mediate the relationship between marketing innovativeness and marketing performance.     

The Implications of Business-to-Business and Consumer Market Differences for B2B Branding Strategy

By integrating existing conceptual models and research findings, this effort examines the noteworthy differences between the B2B and the consumer market contexts and the implications of those differences on the formulation of B2B brand strategies. We introduce the B2B-Consumer Market Dimensions Continuum as a tool to identify key differences between the two markets. The continuum is used to suggest the branding approach that is most likely to be successful in a B2B organization's brand-building efforts.     

A Comparison Study of Manufacturing Industry in Taiwan and China: Manager's Perceptions of Environment,Capability, Strategy and Performance

This article compares managers' perceptions of environment, capability, strategy and business performance in Taiwan and China. Based on an analysis of survey data collected from the fastener industry, results show that the industrial environment and network capability are significantly associated with performance in China, but not in Taiwan. The findings highlight the difference between actual and perceived situations which results from what specific context decision makers find themselves in and how they allocate attention to specific issues. In addition, path analysis reveals that both organizational and network capability of Chinese firms are significantly associated with strategy and performance. This demonstrates that the strategy selected by the Chinese firms as a mediator influences their performance. Implications of these findings are discussed.     

Value Innovation in Export Marketing Strategy: The Case of a Canadian Firm in Japan

Maple Leaf Foods Inc. maintains a market leadership in Canada for its food processing and export business and sustains its relatively high growth. MLF has an innovative approach to strategy as it reduces head-to-head competition with other major pork exporters in Japan and raises its premium image with an innovative food safety program. MLF is creating a new market segment in Japan's pork market by positioning itself between the domestic premium segment and the import commoditized segment and attracting consumers who are interested in both brand and price. This article illustrates how MLF innovates value in a competitive marketplace, using Kim and Mauborgne's blue ocean strategy framework.