초록 열기/닫기 버튼
High-tech ventures with limited export marketing resources can compete in overseas markets by building relationships with export intermediaries. Although export relationships are strategically important, there is little understanding of the value that these relationships can create. The present study first develops a concept of market orientation in export relationship marketing. Next, depending heavily on the resource-advantage theory of competition, the study develops an empirically testable model that identifies key antecedents and outcomes of market orientation in export relationships. The model was tested with primary data collected from a survey of Korean High-tech ventures’ export marketing activities. The data were analyzed using a structural equation modeling technique. The findings of the study show that export-venture market orientation should be considered an idiosyncratic resource that allows the venture to achieve superior new product performance in export marketplaces, that export relationship competence can positively lead to export-venture market orientation, and that relational characteristics can affect export-venture new product performance. The current study provides several theoretical implications by offering a richer definition of new product performance for export marketing, by identifying key antecedents of export-venture market orientation, and extending R-A theory to the field of export marketing.
