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Export Firms` Market Orientation, Competitive Advantage, and Export Performance
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수출기업의 시장지향성, 경쟁우위 및 수출성과

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Type
Academic journal
Author
Journal
Korean Academic Society Of Business Administration korean management review Vol.35 No.1 KCI Excellent Accredited Journal
Published
2006.2
Pages
279 - 306 (28page)

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Export Firms` Market Orientation, Competitive Advantage, and Export Performance
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Increased globalization of sales activities. differences of customer needs. and intensive competitiveness are creating high degrees of environmental uncertainty in the export markets. Under these circumstances. it is very important to recognize firms must sense various market changes and respond to them for attaining ompetitive advantages and sustainable growth.\Vhen firms are involved in worldwide operations. these capabilities will be very critical and valuable for their success.According to many previous researchers. market orientation leads to accumulation of these competencies and it will provide naturally superior export performance. Even though the benefits of market orientation have been recognized for several years. empirical studies have not been conducted enough. This study tries to examine the impact of market orientation on export performance via the competitive advantages which are market sensing and responding capabilities. To achieve this purpose. the authors reviewed the previous literatures and suggested the empirical link amongmarket orientation. market sensing capability. market responding capability. and export performance as well as the determinants of market orientation. After the review of extant studies. the authors designed a research model and proposed tenhypotheses. Based on the collected 274 Korean export firms' data. the proposed model was testified with the LISREL 8.30. In result of empirical test. seven out of ten hypotheses were supported. According to the empirical results. even though Korean export firms can get superior performance by increasing the degree of market orientation. we need to eva1uate the importance of the mediating ro1e of market sensing and responding capabilities between market orientation and export performance. That is. researchers shou1d take a consideration that market orientation's effect on performance is positive when mediated by market sensing and responding capabilities. In the view of practica1 implication. Korean export firms shou1d enhance the 1eve1 of sensing and responding competencies which resu1tantly ensure superior export performance The strong positive re1ationships of 1earning orientation. entrepreneurship. and competitive intensity on market orientation are a1so empirically supported. The authors discussed the meaning of the resu1ts and suggested future research directions.
#competitive advantage #export performance #market orientation #market responding capability #market sensing capability #경쟁우위 #수출성과 #시장 감지능력 #시장 반응능력 #시장지향성

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