Effect of Market Turbulence on Export Performance: Mediating Role of Market Orientation and Innovation Orientation

Author

Department of Management, Germi Branch, Islamic Azad University, Germi, Iran

Abstract

One of the most important goals of all exporting companies has been to improve export performance over time. In this regard, marketing orientations, such as market orientation and innovation orientation, and how to compete in a turbulent market are crucial among manufacturing companies within a particular industry. The purpose of this study is to investigate the effect of market turbulence on market orientation, innovation orientation and export performance. The statistical population includes top level managers of companies active in the food industry in the Tehran Stock Exchange, among whom questionnaires were distributed. The validity of the research questionnaires was assessed based on construct validity, diagnostic and convergent validity and its reliability was measured by Cronbach's alpha coefficient. The research model was tested with using SmartPLS software. The results showed that market turbulence has a positive effect on market orientation and innovation orientation. The effect of market orientation on innovation orientation and export performance is positive. The positive effect of innovation orientation on export performance was also confirmed. Market orientation mediates the relationship between market turbulence and innovation orientation. Market orientation and innovation orientation also play a mediating role in the relationship between market turbulence and export performance.

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