중국 제조기업의 국제기업가지향성과 국제시장지향성이 수출성과에 미치는 실증분석

Empirical Analysis of the Effects of International Entrepreneurial Orientation and International Market Orientation on the Export Performance of Chinese Manufacturing Companies: Moderating Effects of Market Dynamism

The purpose of this paper is to examine whether there is a non-linear relationship between international entrepreneurship orientation, international market orientation and export performance, among 485 Chinese manufacturing companies. Moreover, it seeks to examine the moderating effects of international market orientation and market dynamics on export performance. The results of this study are summarized as follows: First, there is a J-shaped relationship between international entrepreneurship orientation and export performance Second, the relationship between international market orientation and export performance is inverse and U-shaped. Third, market dynamics strengthened the reverse U-shaped relationship between international market orientation and export performance. Finally, international market orientation and market dynamics show that J-shaped relationship between international entrepreneurial orientation and export performance is strengthened. Study results confirmed that international entrepreneurial orientation (J-shaped) and international market orientation (inverted U-shaped) and export performance form a non-linear relationship and it is possible to make an empirical contribution to the extant body of knowledge by offering a new approach to understanding the relationship between international strategic orientation and export performance. Such findings imply that the higher the dynamics of the overseas market in the international business activities, all the more should Chinese export enterprises exhibit higher international entrepreneurial orientation and international market oriented behavior in order to improve export performance.