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

Listed author(s):
  • Andreu Blesa

    (Universitat Jaume I)

  • Diego Monferrer Tirado

    (Universitat Jaume I)

  • María Ripolles Meliá

    (Universitat Jaume I)

Registered author(s):

    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.

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    Paper provided by Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie) in its series Working Papers. Serie EC with number 2008-01.

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    Length: 48 pages
    Date of creation: Mar 2008
    Publication status: Published by Ivie
    Handle: RePEc:ivi:wpasec:2008-01
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