Orientasi Pasaran Eksport dan Prestasi Eksport: Satu Kajian Empirikal ke atas Firma Perabot di Malaysia

Amirulilul — Mon, 10 Oct 2022 01:23:27 +0000

One area of strategic interest in international marketing research relates to the concept of export marketing orientation. Although there has been substantial literature in the area, very few scholars have attempted to examine the relationship between export market orientation and export performance, especially in the context of countries in a developing economy. This study aims to bridge the gap in our understanding of export marketing success by conducting an empirical study within the context of Malaysian furniture industry. Specifically, this study attempts to uncover the relationship between three main dimensions of export market orientation, namely export market intelligence generation, export market intelligence dissemination and responsiveness to export markets, with export performance. A quantitative research method via questionnaire survey was distributed to directors and managers, and a sample of 213 local firms that export furniture to international markets was collected. Hierarchical regression analysis was used to examine the research hypotheses. The findings reveal that export performance is positively influenced by export market intelligence generation, export market intelligence dissemination and responsiveness to export markets. The results of this study could help managers and policy makers within the respective industry, particularly in the effort to constructing effective and suitable strategies to improve performance of firms in the international arena.

global markets – Jurnal Pengurusan

Orientasi Pasaran Eksport dan Prestasi Eksport: Satu Kajian Empirikal ke atas Firma Perabot di Malaysia