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Lookup NU author(s): Dr Xinming He
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Emerging market firms have difficulty exporting their products because they tend to lack a competitive advantage. In this paper we suggest that one advantage they might be able to exploit internationally is market orientation. But to be effective these firms need to choose exporting channels that complement the level of market orientation the firm possesses. Using data from Chinese manufacturing firms entering international markets we note that firms with higher market orientation advantages tend to prefer hierarchical exporting channels while those with lower level market orientation advantages prefer hybrid channels. Moreover, the analysis also shows that decisions that create a fit between market orientation advantages and export channel choice yield better export performance. Thus our study shows one way in which emerging market firms can have a significant impact in the global marketplace.
Author(s): He X, Brouthers KD, Filatotchev I
Publication type: Conference Proceedings (inc. Abstract)
Publication status: Published
Conference Name: Academy of Management 2010 Conference
Year of Conference: 2010
Date deposited: 29/10/2010
