Market orientation,product innovation and export performance: evidence from Chinese manufacturers |
| |
Authors: | Jing Zhang Miao Zhu |
| |
Affiliation: | Management School, Huazhong University of Science and Technology, 1037 Luoyu Road, Wuhan 430074, P.R. China |
| |
Abstract: | Based on resource-based view (RBV), this study examines the impact of marketing-related resource (market orientation) and innovation-related resources (innovation orientation and innovation resources) on exporters' performance (new product performance and overall export performance), as well as moderating role of environmental turbulence in the market orientation and export performance link. The questionnaire survey conducted among 220 manufacturing exporters reveals that there exist positive relationships among the constructs in question. This research departs from the majority of past research investigating the relationship among market orientation, product innovation and business performance in three aspects: (1) it examines the impact mechanism how market orientation improves new product performance and export performance through innovation orientation and innovation resources based on RBV, (2) it distinguishes among three constructs involved in product innovation activity, and (3) it extends the research from domestic markets to export markets. We conclude by discussing our contributions, the implications, and possible future extensions. |
| |
Keywords: | market orientation innovation orientation innovation resources product innovation performance export performance |
|
|