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Market orientation and export performance : the moderation of channel and institutional distance.

He, X. and Brouthers, K.D. and Filatotchev, I. (2018) 'Market orientation and export performance : the moderation of channel and institutional distance.', International marketing review., 35 (2). pp. 258-279.


Purpose: Market orientation (MO) has been shown to provide a valuable resource-based advantage in domestic markets. How internationalizing firms from emerging markets can benefit from this capability is more complex while facing institutional distance. This research develops and tests theory to suggest that although MO capabilities can enhance export performance, the structure where they are deployed, namely the export channel a firm uses and the market in terms of institutional distance from home, can affect the benefits derived from MO. Design/methodology/approach: With a sample of Chinese exporters and data collected via questionnaire survey, this research uses a multiple regression model to test the hypotheses. Findings: It finds that firms with stronger MO capabilities can improve export performance by using hierarchical channels and by exporting to more institutionally distant markets where MO provide greater value. Originality/value: This research claims to make several important contributions to the literature by providing a better understanding of how firms can successfully deploy MO capabilities when exporting.

Item Type:Article
Full text:(AM) Accepted Manuscript
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Publisher statement:This article is © Emerald Group Publishing and permission has been granted for this version to appear here ( Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
Date accepted:25 July 2016
Date deposited:15 August 2016
Date of first online publication:19 February 2018
Date first made open access:19 February 2018

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