Empirical study on factors influence to the export market orientation and its influence on the export performance

Abstract

There are much research on market orientation and performance, although the limited number of researchers examined the Influence of Export market Orientation (EMO) on export performance. The result of these studies shows significant influence although several studies couldn’t find out significant influence on export performance. Many of these studies conducted within developed countries, therefore novel studies need to do within developing countries. This the examined influence of EMO on business performance and factors influence the degree of EMO. The research was conducted using 135 sample firms registered under the Board of Investment (BOI) in Sri Lanka. Multiple regression analyses used to test the proposed model. The study result shows that EMO positively influence on export performance, and export experience, export coordination, and export innovations significantly influence on the degree of EMO. Moreover, the present EMO level of Sri Lanka export companies is at a satisfactory level nonetheless it is important to improve the level of existing degree of EMO within the export firms. Furthermore, Top management of the export companies should advance export coordination, export innovations to increase the degree of export market orientation. They should earn more experience in the export market and relevant activities.