Supply Chain Management/ International Marketing/ Business to Business Marketing
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.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Bruning, Ed, "Does the Degree of Internationalization Moderate the Market Orientation-Performance Relationship?" (2010). Association of Marketing Theory and Practice Proceedings 2010. 19.