出口市场导向的前因变量与绩效结果研究

华中科技大学博士学位论文出口市场导向的前因变量与绩效结果研究姓名：张婧申请学位级别：博士专业：企业管理指导教师：田志龙20041027IEMO123456II------------/IIIABSTRACTTheconceptofmarketorientationisregardedasthefoundationstoneofstrategicmarketingandstrategymanagementaswellasprerequisitetoachievecompetitiveadvantageandprovideuniquecustomervalue.Duetotheimportanceofthisconstruct,lotsofrelevantresearcheshavefocusedondefiningitandexploringitsapplicationandimplimentationinbusinessactivities.Inthecontextofincreasinglyfierceglobalmarketcompetition,exportadventureplaysacriticalrole.Inadditin,exportmarketsaremoredistantpolitically,cuturallyandgeographicallythandomesticmarketsandarecharaterizedbydiversification.Forthesereasons,exportenterprizesshouldbemoremarketorientedsoastoenhancetheircompetitivecapabilities.Nevertheless,despitethefactthatsomescholarsareappealingtospecialresearchesintomarketorientedexportactivities,mostofcurrentstudies,especiallyempiricalstudiesonmarketorientation,arebasedondataofdomesticfirmssample.Thoseresearchesintotherelationshipsamongexportmarektorientation,itsantecedentsandexportperformanceconsequencesarefragmentaryandfarfromsystemtic.Thispaperaimsatexaminingthoserelationshipsand,indoingso,tryingtoprovidesomeusefulinsightsandpolicyrecommendationsconcerninghowtoexploitinternationalmarketsuccessfully.Firstofall,thepaperintroducesthebackgroundandreasonsforthetopicselection,brieflyreviewsthefindingsandactualityofmarketorientationresearchliteratureinthelastdecadefromtheperspectiveofdefinitionissues,measurementissues,modelissuesandimplementationissues,andthen,explainstheresearchobjectives,concreteresearchscope,researchmethodology,researchtechnicalroute,innovativeandnewideas,structureorganizationandmaincontentsofthepaper.Wedefinemarketorientationasfollows.Marketorientationconsistsofthreebehavioralcomponents(generationofmarketintelligence,desseminationofmarketintelligenceandresponsivenesstomarketintelligence)andanintegraldimension(inter-functionalcoordinationmechanism).Tobemorespecific,behavioralcomponetsincludeallkindsofbehaviorsassociatedwithmarektintelligencegeneration,dessiminationandresponsivenessthatareorientedtomarketconsumers,competitorsandotherextraneousmarektcondition,andtheintegraldimensionreferstocoordinatedeffortswiththeaimatcreatinguniquevalueandorganizationalwidecommitmenttomarketorientedbehavior,anditcanguaranteeeffectiveandefficientimplementationofmarketorientation.ThisdefinitioncombinestwomostdominantconceptualizationsinthepresentmarketingliteratureandprovidesfoundationforbothempiricalandtheoreticalresearchofIVthepaper.Thisstudydevelopsamultiple-itemmeasurementscale(EMOscale)ofChinesefirmsonthebasisofabriefliteraturereviewoftheconceptualizationandmeasurementofmarketorientationandthefindingsofqualitativeinterviews,andthereliabilityandvalidityofthescaleareassessed.Inaddition,thepaperselectsexportenterprisesofHubeiprovinceassamplesandthenexaminestherelationshipsamongexportmarketorientation,itsantecedents,itsperformanceconsequencesandmoderatingvariables.Themainempiricalfindingsare:(1)exportexperienceanddegreeofformalityarenotsignificantlyrelatedtoexportmarketorientation;(2)degreeofcentralizationhassignificantnegativerelationshipwithexportmarketorientation;(3)inter-functionalconnectedness,degreeofleaders’emphasis,rewardsystemandtraingsystemhavesignificantpositiverelationshipwithexportmarektorientation;(4)degreeofexportmarketorientationispositivelyrelatedtoexportperformance;(5)thepositiverelationshipbetweenexportmarketorientationandexportperformanceisstrongerincaseofhighmarketturbulence;(6)competitiveintensityandtechnologicalturbulencehavenosignificantmoderatingeffectsupontherelationshipbetweenexportmarketorientationandexportperformance.Sinceempiricalresearchindicatesthatexportmarketorientationplaysanimportantroleinimprovingexportperformance,contructingacause-effectrelationshipmodelbetweenthembecomesthelogicalnextproblem.Onthebasisoftheoreticalframeworkofresources-activities-position-performancewhichcanaccountforperformancedifference,itcanbeconcludedthatmarketorientation,asafirms’resource,canenhanceefficiencyoforganizationalactivities,bringaboutpositionaladvantageanddifferentiatedcompetitiveadvantage,andultimatelyleadtosatisfactoryperformanceresult.Exportmarketorientationcanhelpincreaseorganizationalefficiencyofcustomervaluecreationanddeliveryactivities,improveforeigncustomersatisfactionandcustomerloyalty,andfinallyenhanceorganizationalexportperformance.Othertwovariables,organizationallearningandorganizationalinnovation,mediatetherelationshipbetweenmarketorientationandorganizationalperformance.Firstly,thispaperexplorestheroleofinnovationintherelationshipbetweenmarketorientationandbusinessperformance.Innovationfacilitatestheconversionofmarketorientationintosuperiororganizationalperformance.Secondlymarketorientationprovidesindispensableconditionfororganizationallearning.However,foranorganizationtogainmarketlearningcapability,marketorientationisnotenough.Innovativeness,facilitativeleadership,organicandopenstructure,decentralizedplanningareequallyimportan