Export Market Orientation and Organizational Knowledge Enhance Export Market Performance

摘要

Exporters exporting to the Arab Countries should focus on market orientation and organizational knowledge activities to enhance their export performance. Marketing concept suggests that the long term purpose of an organization is to satisfy customer needs for the purpose of maximizing profits. Thus, this study investigated the relationship between export market orientation, organizational knowledge and export market performance. The hypothesized relationships between export market orientation, organizational knowledge and export market performance were empirically tested through structure equation modeling. A total of 223 duly completed self-administrated survey questionnaires collected from each representative manufacturers who export to the Arab market were analyzed. The result shows that export market orientation and organizational knowledge positively influence export market performance. The square multiple correlations between the exogenous constructs and endogenous construct was found to be 49%. It means that when there is one unit of increase in export market orientation and organizational knowledge, there will be 49 units of increase of export market performance for Malaysian manufacturers exporting to Arab countries. Result implies that exporters exporting to Arab countries should focus on market orientation and organizational knowledge activities in their organization to enhance export performance.