AMTP Proceedings 2010
Document Type
Conference Proceeding
Conference Track
Supply Chain Management/ International Marketing/ Business to Business Marketing
Publication Date
2010
Copyright
This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.
Abstract
This study examines the moderating effect of foreign market expansion orientation on the market orientation-performance relationship. It is argued the traditional notion of market orientation overlooks a number of realities that occur in foreign markets that lead to effects on market orientation. A sample of Canadian businesses is analyzed using moderator regression analysis. The findings support the contention that foreign market expansion orientation moderates the relationship as expected.
DOI
10.20429/amtp.2010.19
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Bruning, Ed, "Does the Degree of Internationalization Moderate the Market Orientation-Performance Relationship?" (2010). AMTP Proceedings 2010. 19.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2010/19
