International Market Orientation and International Outcomes

Escandón-Barbosa Diana (), Hernandez-Espallardo Miguel and Rodriguez Augusto ()
Additional contact information
Escandón-Barbosa Diana: Ponticia Universidad Javeriana, calle 18#118#250, Colombia
Hernandez-Espallardo Miguel: Murcia University, Murcia, Spain
Rodriguez Augusto: Valle University, Colombia

Global Economy Journal, 2016, vol. 16, issue 4, 669-696

Abstract: The literature in the field of internationalization has managed to link other areas of knowledge such as marketing to give an explanation to the establishment of strategies to survive in international markets. In this sense, the concept of international market orientation emerges that manages to explain how businesses design a strategy to improve the satisfaction of customer needs in international contexts. The purpose of this article is finding the factors that influence the relationship between the international market orientation and international results. In turn, the directors of export SME´s should be aware that entering international markets prematurely and achieving a significant percentage by volume of international sales does not necessarily guarantee better international performance. They should search for other types of resources or capabilities that permit better possibilities of obtaining competitive advantage in the long-term, such as the adoption of an international market orientation, which makes it possible to evaluate and analyze the internal and external factors present in a company’s internal dynamics. To achieve this objective is taken as the unit of analysis Colombian exporters companies through a sample of 319 surveys and that are processed in a hierarchical regression analysis. The main findings confirm that adopt a strategy of international orientation relative to other strategies such as innovative and entrepreneurial orientation does have positive effects on the internationalization of companies. However, this strategy has a tendency to saturation and therefore can generate negative effects on the international results.

Keywords: internationalization; marketing; structural equation (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1515/gej-2015-0037 (text/html)
For access to full text, subscription to the journal or payment for the individual article is required.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bpj:glecon:v:16:y:2016:i:4:p:669-696:n:1

Ordering information: This journal article can be ordered from
https://www.degruyter.com/journal/key/gej/html

DOI: 10.1515/gej-2015-0037

Access Statistics for this article

Global Economy Journal is currently edited by Jannett Highfill

More articles in Global Economy Journal from De Gruyter
Bibliographic data for series maintained by Peter Golla ().