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External environment and the moderating role of export market orientation

Author

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  • Navarro-García, Antonio
  • Arenas-Gaitán, Jorge
  • Rondán-Cataluña, F. Javier

Abstract

This research has two main objectives. The first is to fill the knowledge gap on the role which the external environment plays in the strategic behavior of exporting companies, taking into account the psychological distances between the domestic and foreign markets. The second aim is to clarify the role that market orientation plays in export activity, since the literature review shows conflicting results. The study provides insight into these issues through hypothesis testing of a conceptual model using a sample of 212 Spanish exporting companies. The results lead to two major conclusions: (a) in turbulent environments, exporting firms adapting the marketing mix program to the needs of foreign markets obtain a better export performance in highly competitive and psychologically distant markets; (b) although market orientation has a direct and positive effect on export performance, its main role is to support strategic decision making in exporting companies. In addition, market orientation moderates the relationship between marketing mix adaptation and export performance.

Suggested Citation

  • 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, Elsevier, vol. 67(5), pages 740-745.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:5:p:740-745
    DOI: 10.1016/j.jbusres.2013.11.037
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    References listed on IDEAS

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    1. Navarro, Antonio & Losada, Fernando & Ruzo, Emilio & Díez, José A., 2010. "Implications of perceived competitive advantages, adaptation of marketing tactics and export commitment on export performance," Journal of World Business, Elsevier, vol. 45(1), pages 49-58, January.
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    8. John W Cadogan & Adamantios Diamantopoulos & Charles Pahud de Mortanges, 1999. "A Measure of Export Market Orientation: Scale Development and Cross-cultural Validation," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 30(4), pages 689-707, December.
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    Cited by:

    1. Navarro-García, Antonio & Sánchez-Franco, Manuel J. & Rey-Moreno, Manuel, 2016. "Relational governance mechanisms in export activities: Their determinants and consequences," Journal of Business Research, Elsevier, vol. 69(11), pages 4750-4756.
    2. Bello Taofik Abidemi & Fairol Bin Halim & Ahmad Alshauibi, 2018. "Moderating Role of Environmental Dynamism on the Relationship between Service Marketing Mix, Marketing Orientation and Microfinance Performance: A Conceptual Model," Academic Journal of Economic Studies, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 4(3), pages 40-46, September.
    3. Navarro-García, Antonio & Schmidt, Arturo Calvo-Mora & Rey-Moreno, Manuel, 2015. "Antecedents and consequences of export entrepreneurship," Journal of Business Research, Elsevier, vol. 68(7), pages 1532-1538.
    4. Navarro-García, Antonio, 2016. "Drivers of export entrepreneurship," International Business Review, Elsevier, vol. 25(1), pages 244-254.
    5. Yayla, Serdar & Yeniyurt, Sengun & Uslay, Can & Cavusgil, Erin, 2018. "The role of market orientation, relational capital, and internationalization speed in foreign market exit and re-entry decisions under turbulent conditions," International Business Review, Elsevier, vol. 27(6), pages 1105-1115.
    6. Navarro-García, Antonio & Arenas-Gaitán, Jorge & Javier Rondán-Cataluña, F. & Rey-Moreno, Manuel, 2016. "Global model of export performance: Moderator role of export department," Journal of Business Research, Elsevier, vol. 69(5), pages 1880-1886.
    7. İpek, İlayda & Bıçakcıoğlu-Peynirci, Nilay, 2020. "Export market orientation: An integrative review and directions for future research," International Business Review, Elsevier, vol. 29(4).
    8. Alarcón-del-Amo, María-del-Carmen & Rialp-Criado, Alex & Rialp-Criado, Josep, 2018. "Examining the impact of managerial involvement with social media on exporting firm performance," International Business Review, Elsevier, vol. 27(2), pages 355-366.
    9. Sumiati & Ainur Rofiq & Sigit Pramono, 2019. "The Role of Strategic Planning and Flexibility in Shaping SMEs Market Orientation in Turbulence Business Environment," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 221-236.

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