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Managerial Ties, Market Orientation, and Export Performance: Chinese Firms Experience

Published online by Cambridge University Press:  27 February 2017

Hui Yan ,
Xinming He  and
Binwu Cheng
Hui Yan
Affiliation:
Xiamen University, China
Xinming He*
Affiliation:
Durham University, UK
Binwu Cheng
Affiliation:
Wuhan University of Technology, China
*
Corresponding author: Xinming He (xinming.he@durham.ac.uk)
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Abstract

Managerial ties (MT) are important for business performance by providing firms access to valuable resources and protecting them from opportunism. Drawing on the resource-based view and the market orientation (MO) literature, we argue that (1) MT can help exporting firms to enhance export performance; and (2) MO will help strengthen the positive effect of MT as MO directs the value of MT for improvement of competitive strategy and customer experience with a market focus on generation, dissemination, and use of market intelligence concerning existing and potential customers and competitors. Using a sample of 230 Chinese exporting firms, we found that MT is linked to superior export performance, and the link is positively moderated by MO. Therefore, this study expands our understanding of how firms can not only improve their export performance through the development of MT, but also use MO to reinforce MT and export performance association.

摘要:

摘要:

管理联系 (MT) 对经营业绩重要, 它向企业提供对宝贵资源的获取, 并保护它们免于机会主义。借鉴资源基础观和市场导向 (MO) 文献, 我们认为, (1) MT能帮助出口企业提升出口业绩; (2) MO 将有助于增强MT的积极影响, 因为MO指导MT改进竞争策略和客户体验的价值, 对生成、传播及使用有关现有和潜在客户和竞争对手的市场情报给予市场关注。使用230个中国出口企业的样本, 我们发现, MT与卓越的出口业绩有关联, 且该关联受到MO的积极影响。因此, 本研究扩大了我们对企业如何能不仅通过发展MT来改进它们的出口业绩, 而且使用MO来加强MT与出口业绩相关性的认识。

प्रबंधकीय अन्तर्सम्बन्ध, फर्म को महत्वपूर्ण संसाधन प्रदान कर और साथ ही उसे अवसरवाद से बचा कर, व्यावसायिक प्रदर्शन के लिए महत्वपूर्ण होते हैं. संसाधनपरक परिप्रेक्ष्य व बाज़ारपरकता के शोध साहित्य के आधार पर हमारा यह मत है कि (1) प्रबंधकीय अन्तर्सम्बन्ध निर्यातक फर्मों के बेहतर प्रदर्शन में सहायक हैं, और (2) बाज़ारपरकता प्रबंधकीय अन्तर्सम्बन्धों का सकारात्मक प्रभाव सुदृढ़ करेगी क्योंकि बाज़ारपरकता स्पर्धात्मक रणनीति व उपभोक्ता अनुभूति की महत्ता को दिशा देती है जिसका केंद्र-बिंदु संभावित उपभोक्ताओं व प्रतिस्पर्धियों से जुड़ी बाजार आसूचना का विकास, प्रसार व प्रयोग है. हमने 230 चीनी निर्यात फर्मों के आदर्शों के आकलन से यह पाया की प्रबंधकीय अन्तर्सम्बन्धों का श्रेष्ठतर निर्यात परिणाम से सम्बन्ध है जिसमें बाज़ारपरकता सकारात्मक मध्यस्थ है. अतएव यह शोध अध्ययन प्रबंधकीय अन्तर्सम्बन्धों के माध्यम से निर्यात प्रदर्शन सुधरने की हमारी समझ को बढ़ने के साथ ही प्रबंधकीय संबंधों व निर्यात प्रदर्शन में बाज़ारपरकता द्वारा प्रदत्त सुदृढ़ीकरण को भी दिखता है.

Sumário:

Sumário:

Vínculos gerenciais (MT) são importantes para o desempenho dos negócios, proporcionando às empresas acesso a recursos valiosos e protegendo-os do oportunismo. Com base na visão baseada em recursos e na literatura de orientação a mercado (MO), argumentamos que (1) MT podem ajudar as empresas exportadoras a melhorar o desempenho das exportações; e (2) MO ajudarão a fortalecer o efeito positivo da MT, uma vez que MO dirige o valor da MT para melhorar a estratégia competitiva e a experiência do cliente com foco mercadológico na geração, disseminação e uso de inteligência de mercado sobre clientes e concorrentes existentes e potenciais. Usando uma amostra de 230 empresas exportadoras chinesas, descobrimos que a MT está vinculada ao desempenho de exportação superior e o link é positivamente moderado pelo MO. Portanto, este estudo amplia nossa compreensão de como as empresas podem não apenas melhorar seu desempenho de exportação através do desenvolvimento de MT, mas também usar MO para reforçar MT e a associação com o desempenho exportador.

Аннотация:

АННОТАЦИЯ:

Управленческие связи (MT) важны для эффективности бизнеса, поскольку они обеспечивают компаниям доступ к ценным ресурсам и защищают их от оппортунизма. На основании ресурсной теории и литературы по рыночной ориентации (МО), мы утверждаем, что (1) управленческие связи (MT) могут способствовать в повышении эффективности экспортной деятельности в компаниях; а также (2) рыночная ориентация (МО) помогает усилить положительный эффект управленческих связей (МТ), поскольку рыночная ориентация (МО) повышает ценность управленческих связей (МТ) для улучшения конкурентной стратегии и работы с клиентами с помощью создания, распространения и использования рыночной информации относительно существующих и потенциальных клиентов и конкурентов. Используя выборку из 230 китайских экспортных компаний, мы обнаружили, что управленческие связи (МТ) влияют на высокую эффективность экспорта, и этот положительный эффект усиливает рыночная ориентация (МО). Таким образом, это исследование способствует более глубокому пониманию того, как компании могут не только улучшить свои экспортные показатели за счет развития управленческих связей (МТ), но и использовать рыночную ориентацию (МО) для укрепления управленческих связей (МТ), а также эффективности экспорта, которая зависит от управленческих связей.

Resumen:

RESUMEN:

Los vínculos gerenciales (MT por sus iniciales en inglés) son importantes para el desempeño exportador al proporcionar a las empresas acceso a recursos valiosos y protegerlas de oportunismo. Basándonos en la literatura de la visión basada en recursos y la orientación de mercado (MO por sus iniciales en inglés), argumentamos que (1) los vínculos gerenciales puede ayudar a las empresas exportadoras a mejorar el desempeño de las exportaciones; y (2) la orientación de mercado ayudará a fortalecer el efecto positivo de los vínculos gerenciales pues que la orientación de mercado dirige el valor de los vínculos gerenciales para mejorar la estrategia competitiva y la experiencia del consumidor con un enfoque de mercado en generación, diseminación y uso de inteligencia de mercado de clientes existentes y potenciales, y competidores. Usando una muestra de 230 empresas chinas exportadoras, encontramos que los vínculos gerenciales están vinculados a un rendimiento superior de exportación, y el vínculo es positivamente moderado por la orientación de mercado. Por lo tanto, este estudio expande nuestro entendimiento de como las firmas no sólo pueden mejorar su desempeño exportador mediante el desarrollo de vínculos empresariales, sino que también usan la orientación de mercado para reforzar los vínculos gerenciales y la asociación de desempeño exportador.

Keywords

Chinaexport performancemanagerial tiesmarket orientationresource-based view中国出口业绩管理关系市场导向资源基础观चीननिर्यात प्रदर्शनप्रबंधकीय अन्तर्सम्बन्धबाज़ारपरकतासंसाधनपरक परिप्रेक्ष्यChinadesempenho de exportaçãovínculos gerenciaisorientação a mercadovisão baseada em recursosКитайэкспортные показателиуправленческие связирыночная ориентацияресурсная теорияChinadesempeño exportadororientación de mercadovisión basada en recursos
Type
Articles
Information
Management and Organization Review , Volume 13 , Issue 3 , September 2017 , pp. 611 - 638
Copyright
Copyright © The International Association for Chinese Management Research 2017 

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