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La orientación al mercado como determinante de la internacionalización de las nuevas empresas


  • Andreu Blesa

    (Universitat Jaume I)

  • Diego Monferrer Tirado

    (Universitat Jaume I)

  • María Ripolles Meliá

    (Universitat Jaume I)


The main aim of this study is to analyze the factors that can favor the international performance of new companies. Specifically, the paper studies the influence of market orientation on the generation of marketing capabilities, as well as the role of these capabilities in the international performance of international new ventures through the choice of high investment entry modes and geographical dispersion. The relationship of these variables to international performance is also analyzed. This model of influence has been confirmed in a sample of Spanish international new ventures by means of structural equations models. The results allow us to affirm a positive relationship between market orientation and marketing capabilities, and moreover, that these capabilities contribute to the choice of high investment entry modes. Finally, the analysis also presents a positive relationship between entry modes and the international performance of new companies. El principal objetivo de este trabajo es analizar los factores que favorecen el resultado internacional de las nuevas empresas. Se analiza la influencia de la orientación al mercado en la generación de capacidades de marketing. Asimismo se estudia el efecto de dichas capacidades en la elección del método de entrada y en la dispersión geográfica de los mercados. También se analiza la relación de estas variables en el resultado internacional. Dicho modelo de influencia ha sido contrastado en una muestra de nuevas empresas internacionales españolas mediante modelos de ecuaciones estructurales. Los resultados permiten afirmar que existe una relación positiva entre la orientación al mercado y las capacidades de marketing, y que dichas capacidades contribuyen a la elección de modos de entrada de alto compromiso de recursos y control. Finalmente, el análisis también presenta una relación positiva entre estos modos de entrada y el resultado internacional de las nuevas empresas.

Suggested Citation

  • Andreu Blesa & Diego Monferrer Tirado & María Ripolles Meliá, 2008. "La orientación al mercado como determinante de la internacionalización de las nuevas empresas," Working Papers. Serie EC 2008-01, Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie).
  • Handle: RePEc:ivi:wpasec:2008-01

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    Orientación al Mercado; Nuevas Empresas Internacionales; Creación de Empresas; Internacionalización Market Orientation; International New Ventures; Entrepreneurship; Internationalizatio;

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