An Empirical Study on the Relationship among Market Orientation, Product Innovation and Export Performance of Chinese Exporters

摘要

In the market orientation literature,conceptual and empirical research provided conflicting findings as to the market orientation-innovation relationship. In addition, no empirical research on the relationship among export market orientation,organizational innovation and export performance of Chinese firms is available.A research model about these three constructs is proposed and some research hypotheses are presented on the basis of literature review and in-depth interviews with corporate managers. The relationship among export market orientation, product innovation and export performance is empirically examined by using a sample of firms engaging in export trade of Hubei Province. The research findings and managerial implications as well as future research directions are provided at the end of this paper.