Market Orientation Case Study

817 Words 4 Pages
Market Orientation
According to Kohli & Jaworski (1990), Narver & Slater (1990) and Cadogan et al., (2001), export market orientation refers to the “firm continuously and regularly activity of monitoring the consumers, rivals and other environmental factors in the international market environment in order to develop and offer products meeting the demands of consumers in the export market”. Cadogan et al., (2009) defines it as endeavours to coordinate its promoting idea into their export operations.

Cadogan et al., (2002) also defined export market orientation activity as “the generation of market intelligence pertinent to the firms exporting operation, the dissemination of this information to appropriate decision makers and the design and
…show more content…
Moreover, Murray et al., (2007) improved the studies of Cadogan et al., (1999) examined whether export market orientation and export performance scales fluctuate among local and overseas firms manufacturing and exporting in China through a cross-cultural analysis. Similarly in their studies, they found that the effects of export market orientation factors on export performance varied among foreign and local firms in China. It was concluded that there was a positively substantial relationship between the generation of market intellect and export performances of the foreign firms in …show more content…
Social capital such as “networks, informal connections, inter-firm relationships, and managerial ties” are considered a perilous resource base for transnational activities at small Southeast Asian firms (Ellis, 2010; Pollard & Jemicz, 2010).

In terms of resources, these firms often agonize from the "liability of smallness" while they deal with both the pressures of global expansion and highly volatile home-grown institutional environments (Manolova, Manev, & Gyoshev, 2009; Peng, Wang, & Jiang, 2008; Roxas, Lindsay, Ashill, & Victorio, 2009). As a result, social capital is viewed as a resource to fuel the firm's export exercises and to fill spaces in the institutional condition, for example, the absence of accessible data on export prospects, bureaucratic inflexibility when managing government bureaus, and the absence of government bolster for small trading firms that might alter or affecting the significant relationship on export

Related Documents