International Market Orientation and International Outcomes

Abstract

The literature in the field of internationalization has managed to link other areas of knowledge such as marketing to give an explanation to the establishment of strategies to survive in international markets. In this sense, the concept of international market orientation emerges that manages to explain how businesses design a strategy to improve the satisfaction of customer needs in international contexts. The purpose of this article is finding the factors that influence the relationship between the international market orientation and international results. In turn, the directors of export SME´s should be aware that entering international markets prematurely and achieving a significant percentage by volume of international sales does not necessarily guarantee better international performance. They should search for other types of resources or capabilities that permit better possibilities of obtaining competitive advantage in the long-term, such as the adoption of an international market orientation, which makes it possible to evaluate and analyze the internal and external factors present in a company’s internal dynamics. To achieve this objective is taken as the unit of analysis Colombian exporters companies through a sample of 319 surveys and that are processed in a hierarchical regression analysis. The main findings confirm that adopt a strategy of international orientation relative to other strategies such as innovative and entrepreneurial orientation does have positive effects on the internationalization of companies. However, this strategy has a tendency to saturation and therefore can generate negative effects on the international results.

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