The relationship between export market orientation and export performance: an empirical study

Abstract

This article investigates the relationship between export market orientation and export performance in Saudi export firms. Questionnaire method was used to collect the data from managers of export firms with the mediating role of export strategy. The data were analysed using structural equation modelling (SEM) implemented using AMOS software. Results of SEM analysis showed that export market orientation has impact on export performance. The mediator variable export strategy was found to have partial mediation role in the relationship. This article joins the literature of international trade by adding the perspective of Saudi export firms. Managers of export firms can employ the study to support their firm towards the effect of market orientation on their performance.

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