earticle

한국어

The purpose of this paper’s research is to verify how market-oriented and innovation-oriented have a bearing on export performance for Chinese exporters, verify the mediated effect of new product development performance and verify the control effect of the network. A total of 253 copies of the questionnaire were used to verify the hypothesis in this paper. To summarize the findings, first, innovation orientation has been shown to have a significant positive effect on new product development performance. Second, both innovation orientation and market orientation have been shown to have a significant positive effect on management performance. Third, the results of new product development were found to have a partial selling effect in relation to innovation orientation and management performance. Finally, the network with local partners further strengthens the impact of innovation orientation on new product development performance. The findings provide the following implications: companies suggest that the higher the innovation-oriented behavior, the better the new product development performance, and that various policy measures for implementing the innovation-oriented behavior of the top management are very important variables on the new product development performance. SFinally, it suggests that in order for export companies to develop new products in overseas markets with high uncertainty, they must not only have a strong innovative tendency but also further activate and fully utilize their networks with local partners.