IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v138y2022icp256-265.html
   My bibliography  Save this article

Responsive and proactive market orientation in relation to SMEs’ export venture performance: The mediating role of marketing capabilities

Author

Listed:
  • Bodlaj, Mateja
  • Čater, Barbara

Abstract

This study aims to improve understanding of how export market orientation and marketing capabilities relate to export venture performance. Results are reported for a sample of 339 exporting small and medium-sized enterprises (SMEs) across multiple industries from a highly open post-transitional European country. The findings show that a responsive and a proactive market orientation have different effects on pricing and product development capabilities, which in turn are both positively related to differentiation advantage and thereby export venture performance. These findings may help exporting SMEs while deciding on how to allocate their limited resources to improve their export market orientation and marketing capabilities with a view to enhancing their export venture performance.

Suggested Citation

  • Bodlaj, Mateja & Čater, Barbara, 2022. "Responsive and proactive market orientation in relation to SMEs’ export venture performance: The mediating role of marketing capabilities," Journal of Business Research, Elsevier, vol. 138(C), pages 256-265.
    • Handle: RePEc:eee:jbrese:v:138:y:2022:i:c:p:256-265
    DOI: 10.1016/j.jbusres.2021.09.034
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296321006780
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2021.09.034?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Shantanu Dutta & Mark J. Zbaracki & Mark Bergen, 2003. "Pricing process as a capability: a resource‐based perspective," Strategic Management Journal, Wiley Blackwell, vol. 24(7), pages 615-630, July.
    2. Oura, Mauricio Massao & Zilber, Silvia Novaes & Lopes, Evandro Luiz, 2016. "Innovation capacity, international experience and export performance of SMEs in Brazil," International Business Review, Elsevier, vol. 25(4), pages 921-932.
    3. John W Cadogan & Adamantios Diamantopoulos & Judy A Siguaw, 2002. "Export Market-oriented Activities: Their Antecedents and Performance Consequences," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 33(3), pages 615-626, September.
    4. Raju, P.S. & Lonial, Subhash C. & Crum, Michael D., 2011. "Market orientation in the context of SMEs: A conceptual framework," Journal of Business Research, Elsevier, vol. 64(12), pages 1320-1326.
    5. Dutta, Shantanu & Bergen, Mark & Levy, Daniel & Ritson, Mark & Zbaracki, Mark, 2002. "Pricing as a Strategic Capability," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 43(3 (April ), pages 61-66.
    6. Najafi-Tavani, Saeed & Sharifi, Hossein & Najafi-Tavani, Zhaleh, 2016. "Market orientation, marketing capability, and new product performance: The moderating role of absorptive capacity," Journal of Business Research, Elsevier, vol. 69(11), pages 5059-5064.
    7. Paul, Justin & Parthasarathy, Sundar & Gupta, Parul, 2017. "Exporting challenges of SMEs: A review and future research agenda," Journal of World Business, Elsevier, vol. 52(3), pages 327-342.
    8. Tessa Christina Flatten & Andreas Engelen & Timo Möller & Malte Brettel, 2015. "How Entrepreneurial Firms Profit from Pricing Capabilities: An Examination of Technology–Based Ventures," Entrepreneurship Theory and Practice, , vol. 39(5), pages 1111-1136, September.
    9. Yuan Lu & Lianxi Zhou & Garry Bruton & Weiwen Li, 2010. "Capabilities as a mediator linking resources and the international performance of entrepreneurial firms in an emerging economy," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 41(3), pages 419-436, April.
    10. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    11. Neil A. Morgan & Douglas W. Vorhies & Charlotte H. Mason, 2009. "Market orientation, marketing capabilities, and firm performance," Strategic Management Journal, Wiley Blackwell, vol. 30(8), pages 909-920, August.
    12. David J. Teece & Gary Pisano & Amy Shuen, 1997. "Dynamic capabilities and strategic management," Strategic Management Journal, Wiley Blackwell, vol. 18(7), pages 509-533, August.
    13. Cieślik, Jerzy & Kaciak, Eugene & Thongpapanl, Narongsak (Tek), 2015. "Effect of export experience and market scope strategy on export performance: Evidence from Poland," International Business Review, Elsevier, vol. 24(5), pages 772-780.
    14. Jaeger, Nikolai A. & Zacharias, Nicolas A. & Brettel, Malte, 2016. "Nonlinear and dynamic effects of responsive and proactive market orientation: A longitudinal investigation," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 767-779.
    15. David J. Ketchen & G. Tomas M. Hult & Stanley F. Slater, 2007. "Toward greater understanding of market orientation and the resource‐based view," Strategic Management Journal, Wiley Blackwell, vol. 28(9), pages 961-964, September.
    16. Sea-Jin Chang & Arjen van Witteloostuijn & Lorraine Eden, 2010. "From the Editors: Common method variance in international business research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 41(2), pages 178-184, February.
    17. Herhausen, Dennis, 2016. "Unfolding the ambidextrous effects of proactive and responsive market orientation," Journal of Business Research, Elsevier, vol. 69(7), pages 2585-2593.
    18. Martin, Silvia L. & Javalgi, Rajshekhar (Raj) G. & Ciravegna, Luciano, 2020. "Marketing capabilities and international new venture performance: The mediation role of marketing communication and the moderation effect of technological turbulence," Journal of Business Research, Elsevier, vol. 107(C), pages 25-37.
    19. Stavroula Spyropoulou & Constantine S. Katsikeas & Dionysis Skarmeas & Neil A. Morgan, 2018. "Strategic goal accomplishment in export ventures: the role of capabilities, knowledge, and environment," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 109-129, January.
    20. Solano Acosta, Alexandra & Herrero Crespo, Ángel & Collado Agudo, Jesús, 2018. "Effect of market orientation, network capability and entrepreneurial orientation on international performance of small and medium enterprises (SMEs)," International Business Review, Elsevier, vol. 27(6), pages 1128-1140.
    21. Tzokas, Nikolaos & Hart, Susan & Argouslidis, Paris & Saren, Michael, 2000. "Strategic pricing in export markets: empirical evidence from the UK," International Business Review, Elsevier, vol. 9(1), pages 95-117, February.
    22. Jaeger, Nikolai & Zacharias, Nicolas & Brettel, Malte, 2016. "Nonlinear and Dynamic Effects of Responsive and Proactive Market Orientation: A Longitudinal Investigation," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 84726, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    23. Rusetski, Alexander, 2014. "Pricing by intuition: Managerial choices with limited information," Journal of Business Research, Elsevier, vol. 67(8), pages 1733-1743.
    24. Hinterhuber, Andreas, 2016. "The six pricing myths that kill profits," Business Horizons, Elsevier, vol. 59(1), pages 71-83.
    25. İpek, İlayda & Bıçakcıoğlu-Peynirci, Nilay, 2020. "Export market orientation: An integrative review and directions for future research," International Business Review, Elsevier, vol. 29(4).
    26. Demetris Vrontis & Alkis Thrassou & Gabriele Santoro & Armando Papa, 2017. "Ambidexterity, external knowledge and performance in knowledge-intensive firms," The Journal of Technology Transfer, Springer, vol. 42(2), pages 374-388, April.
    27. Morgan, Todd & Anokhin, Sergey Alexander, 2020. "The joint impact of entrepreneurial orientation and market orientation in new product development: Studying firm and environmental contingencies," Journal of Business Research, Elsevier, vol. 113(C), pages 129-138.
    28. Eggers, Fabian, 2020. "Masters of disasters? Challenges and opportunities for SMEs in times of crisis," Journal of Business Research, Elsevier, vol. 116(C), pages 199-208.
    29. Nakos, George & Dimitratos, Pavlos & Elbanna, Said, 2019. "The mediating role of alliances in the international market orientation-performance relationship of smes," International Business Review, Elsevier, vol. 28(3), pages 603-612.
    30. Cadogan, John W. & Boso, Nathaniel & Story, Vicky M. & Adeola, Ogechi, 2016. "Export strategic orientation–performance relationship: Examination of its enabling and disenabling boundary conditions," Journal of Business Research, Elsevier, vol. 69(11), pages 5046-5052.
    31. Guo, Huiling & Xu, Hangjun & Tang, Chuanyi & Liu-Thompkins, Yuping & Guo, Zhaoyang & Dong, Baobao, 2018. "Comparing the impact of different marketing capabilities: Empirical evidence from B2B firms in China," Journal of Business Research, Elsevier, vol. 93(C), pages 79-89.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Rakshit, Sandip & Islam, Nazrul & Mondal, Sandeep & Paul, Tripti, 2022. "Influence of blockchain technology in SME internationalization: Evidence from high-tech SMEs in India," Technovation, Elsevier, vol. 115(C).
    2. Yi Wang & Xianfang Xue & Han Guo, 2022. "The Sustainability of Market Orientation from a Dynamic Perspective: The Mediation of Dynamic Capability and the Moderation of Error Management Climate," Sustainability, MDPI, vol. 14(7), pages 1-15, March.
    3. Mahavarpour, Nasrin & Marvi, Reza & Foroudi, Pantea, 2023. "A Brief History of Service Innovation: The evolution of past, present, and future of service innovation," Journal of Business Research, Elsevier, vol. 160(C).
    4. Qu, Yan & Mardani, Abbas, 2023. "Market orientation, technological opportunity, and new product innovation performance," Journal of Business Research, Elsevier, vol. 162(C).
    5. Linda Narh & Raphael Odoom & Mahmoud Abdulai Mahmoud & Ernest Yaw Tweneboah-Koduah, 2023. "The symbiotic effect of market orientation and brand orientation on performance of service firms in Ghana," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 318-332, July.
    6. Shih-Kai Lin & Hung-Chang Chung, 2023. "The Relationship Between Entrepreneurial Orientation and Firm Performance From the perspective of MASEM: The Mediation Effect of Market Orientation and the Moderated Mediation Effect of Environmental ," SAGE Open, , vol. 13(4), pages 21582440231, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. İpek, İlayda & Bıçakcıoğlu-Peynirci, Nilay, 2020. "Export market orientation: An integrative review and directions for future research," International Business Review, Elsevier, vol. 29(4).
    2. Caroline Reimann & Fernando Carvalho & Marcelo Duarte, 2021. "The Influence of Dynamic and Adaptive Marketing Capabilities on the Performance of Portuguese SMEs in the B2B International Market," Sustainability, MDPI, vol. 13(2), pages 1-23, January.
    3. Nadia Zahoor & Yong Kyu Lew, 2022. "Sustaining superior international performance: Strategic orientations and dynamic capability of environmentally concerned small‐ and medium‐sized enterprises," Business Strategy and the Environment, Wiley Blackwell, vol. 31(3), pages 1002-1017, March.
    4. Michael Yao-Ping Peng & Yong-Sheng Chang, 2023. "Do Social Network Relationships and Overseas Market Orientation Affect SMEs’ International Performance? A Dynamic Internationalization Capability Perspective," SAGE Open, , vol. 13(1), pages 21582440231, March.
    5. Yi Wang & Xianfang Xue & Han Guo, 2022. "The Sustainability of Market Orientation from a Dynamic Perspective: The Mediation of Dynamic Capability and the Moderation of Error Management Climate," Sustainability, MDPI, vol. 14(7), pages 1-15, March.
    6. Hossain, Md Afnan & Akter, Shahriar & Yanamandram, Venkata, 2021. "Why doesn't our value creation payoff: Unpacking customer analytics-driven value creation capability to sustain competitive advantage," Journal of Business Research, Elsevier, vol. 131(C), pages 287-296.
    7. Asseraf, Yoel & Gnizy, Itzhak, 2022. "Translating strategy into action: The importance of an agile mindset and agile slack in international business," International Business Review, Elsevier, vol. 31(6).
    8. Gupta, Parul & Chauhan, Sumedha, 2021. "Firm capabilities and export performance of small firms: A meta-analytical review," European Management Journal, Elsevier, vol. 39(5), pages 558-576.
    9. Sadeghi, Arash & Aliasghar, Omid & Bouguerra, Abderaouf, 2023. "Unpacking the relationship between post-entry speed of internationalization and export performance of SMEs: A capability-building perspective," Journal of International Management, Elsevier, vol. 29(1).
    10. Hoque, Mohammad Tayeenul & Nath, Prithwiraj & Ahammad, Mohammad Faisal & Tzokas, Nikolaos & Yip, Nick, 2022. "Constituents of dynamic marketing capability: Strategic fit and heterogeneity in export performance," Journal of Business Research, Elsevier, vol. 144(C), pages 1007-1023.
    11. Nadia Zahoor & Francis Donbesuur & Arinze Christian Nwoba & Huda Khan, 2023. "Regional expansion of emerging market SMEs: the roles of domestic market environmental uncertainty and international alliance partner diversity," Asia Pacific Journal of Management, Springer, vol. 40(2), pages 613-643, June.
    12. Guo, Huiling & Xu, Hangjun & Tang, Chuanyi & Liu-Thompkins, Yuping & Guo, Zhaoyang & Dong, Baobao, 2018. "Comparing the impact of different marketing capabilities: Empirical evidence from B2B firms in China," Journal of Business Research, Elsevier, vol. 93(C), pages 79-89.
    13. Bodlaj, Mateja & Kadic-Maglajlic, Selma & Vida, Irena, 2020. "Disentangling the impact of different innovation types, financial constraints and geographic diversification on SMEs' export growth," Journal of Business Research, Elsevier, vol. 108(C), pages 466-475.
    14. Bhattarai, Charan Raj & Kwong, Caleb C.Y. & Tasavori, Misagh, 2019. "Market orientation, market disruptiveness capability and social enterprise performance: An empirical study from the United Kingdom," Journal of Business Research, Elsevier, vol. 96(C), pages 47-60.
    15. Solano Acosta, Alexandra & Herrero Crespo, Ángel & Collado Agudo, Jesús, 2018. "Effect of market orientation, network capability and entrepreneurial orientation on international performance of small and medium enterprises (SMEs)," International Business Review, Elsevier, vol. 27(6), pages 1128-1140.
    16. Phong Nguyen, Nguyen & Adomako, Samuel & Ahsan, Mujtaba, 2023. "The base-of- the-pyramid orientation and export performance of Vietnamese small and medium enterprises," Journal of Business Research, Elsevier, vol. 154(C).
    17. Buccieri, Dominic & Javalgi, Raj G. & Cavusgil, Erin, 2023. "Role of opportunity creation between reconfiguration and innovation: Insights from emerging market international new ventures," International Business Review, Elsevier, vol. 32(4).
    18. Hollender, Lina & Zapkau, Florian B. & Schwens, Christian, 2017. "SME foreign market entry mode choice and foreign venture performance: The moderating effect of international experience and product adaptation," International Business Review, Elsevier, vol. 26(2), pages 250-263.
    19. Yueping Du & Huanhuan Wang, 2022. "Green Innovation Sustainability: How Green Market Orientation and Absorptive Capacity Matter?," Sustainability, MDPI, vol. 14(13), pages 1-20, July.
    20. Stephan M Liozu, 2016. "The evolution and future of pricing capabilities," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 15(3), pages 306-316, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:138:y:2022:i:c:p:256-265. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.