Market Orientation and Export Performance: The Moderation of Channel and Institutional Distance

Purpose: Market orientation (MO) has been shown to provide a valuable resource-based advantage in domestic markets. How internationalizing firms from emerging markets can benefit from this capability is more complex while facing institutional distance. This research develops and tests theory to suggest that although MO capabilities can enhance export performance, the structure where they are deployed, namely the export channel a firm uses and the market in terms of institutional distance from home, can affect the benefits derived from MO. Design/methodology/approach: With a sample of Chinese exporters and data collected via questionnaire survey, this research uses a multiple regression model to test the hypotheses. Findings: It finds that firms with stronger MO capabilities can improve export performance by using hierarchical channels and by exporting to more institutionally distant markets where MO provide greater value. Originality/value: This research claims to make several important contributions to the literature by providing a better understanding of how firms can successfully deploy MO capabilities when exporting

International risk and preceived environmental uncertainty: The dimentionality and internal consistency of Miller's measure

Increasingly, scholars have suggested that there is a need to approach the problem of international risk from a multidimensional perspective [Brouthers 1995; Miller 1993; Shan 1991]. Miller [1992, 1993] developed and tested the most comprehensive framework to date. Miller [1993] showed high inter-rater reliability in his measure of Perceived Environmental Uncertainty (PEU). In this paper we test the dimensionality of the scales from a statistical viewpoint and find that the statistical determination is reasonably consistent with Miller’s conceptual determination. We also investigate Miller’s measure by comparing scales, conceptualized by Miller, with ones determined by factor analysis. We test the reliability of these scales and find that the conceptualized scales have generally high internal consistency in samples of both manufacturing and service firms. However, the findings also suggest that several changes in the PEU measure are warranted, resulting in a refinement of Miller’s measure, which we have labeled PEU 2. © 1996, Academy of International Business. All rights reserved

Case studies from eastern Europe

Recent literature has suggested that a key stakeholder may be able to shift the balance of bargaining power during a joint venture negotiation, and thus change the outcome of the process. This paper explores the role of central and eastern European transitional governments as key stakeholders, and how they influence international joint venture negotiations. This role is described and analyzed by examining eight dyads of western European and central/eastern European enterprises that have recently negotiated agreements. The findings suggest that transitional governments as key stakeholders intervene at different stages of the negotiation process, have both direct and indirect influences on the process, and that they can change the balance of power in the negotiations, sometimes to the detriment of their own state-owned enterprise. © 1997, Academy of International Business. All rights reserved