Document Type : Original Research


1 Department of Business Administration, Faculty of Management, Economics and Accounting, Islamic Azad University, Bonab Branch, Iran

2 M.A. in Business Administration, Faculty of Management, Economics and Accounting, Islamic Azad University, Tabriz Branch, Iran


The rapid increase in the global trade in the last two decades has given prominence to the export performance of companies implying the extent to which they achieve strategic and economic goals for exporting products to foreign markets. The present study explores the relationship between export market orientation and export performance of home appliances exporting companies in Tehran, Iran. A total of 85 companies were selected from the list of 734 exporters of Tehran in 2016. Two standard questionnaires were utilized including export market orientation (Nagy & Beracs, 2012), and export performance of exporting companies (Lin, Huang & Peng, 2014) whose reliability and validity indices were assessed through Cronbach's alpha coefficient and content validity approach, respectively. Also, in order to test the main hypothesis of the research, Smart PLS was used. The results of this study demonstrated a positive and direct relationship between export market orientation and export performance. The findings of the study suggest that exporting companies may boost their export performance through export market orientation with respect to the needs of customers and rivals of the export market and market entry routes.


Aghazadeh, H., & Mehrnoosh, M. (2010). Local scale of market orientation of Iran's commercial banks. Journal of Business Management Perspective, 9(2), 119-143.
Akyol, A., & Akehurst, G. (2003). An investigation of export performance variations related to corporate export market orientation. European Business Review, 15(1), 5-19.
Azizi, Sh., Makizadeh, V., & Jamalieh Bastami, B. (2011). A marketing capability based export performance model for Iran software market. Journal of Information Technology Management, 3(6), 45-62.
Baghery, S.M., & Asghary, F. (2013). Study of the coordination between business level strategies and market orientation in the context of organizational life cycle stages. Journal of Marketing Management, 8(19), 109-125.
Cadogan, J.W., Cui C.C., Yeung Li E. K. (2003). Export market-oriented behavior and export performance: The mediating roles of competitive intensity and technological turbulence. International marketing review, 20(5), 493-513.
Cadogan, J.W., Kuivalainen, O., & Sundqvist, S. (2009). Export market-oriented behavior and export performance: Quadratic and mediating effects under differing degrees of market dynamism and internationalization. Journal of International Marketing, 17(4), 71-89.
Cavusgil, S.T., & Zou, S. (1994). Marketing strategy-performance relationship: an investigation of the empirical link in export market ventures. Journal of Marketing, 58(1),1-21.
Deshpande, R., & Farley J.U. (1998). The Market Orientation Construct: Correlations, Culture, and Comprehensiveness. Journal of Market-Focus Management, 2(3), 237-240.
Doai, H., & Hosseini-Robat, S.M. (2011). Foreign market oriented commerce, international commerce liaisons, and export performance (Case Study: Mashhad exported firms or companies). Business Management, 2(6),61-82.
García, A.N., & Jorge Arenas-Gaitán, J.A., & Cataluña, F.J.R. (2014). External environment and the mediating role of export market orientation. Journal of Business Research, 67(5), 740-745.
Hasangolipoor, T., Motavaseli, M., Mohammadi, Sh., & Hosseini Tooli, F. (2010). Impacts of export promotion programs on firm’s export performance: The case of Iranian electric industry. Business Management, 2(5), 21-40.
Hosseinzadeh Shahri, M., & Gholami, F. (2015). Market sensing capability, export strategy and their impacts on export performance improvement (Case study: Exporters of tile & ceramic). Iranian Journal of trade Studies, 19(73), 125-144.         
Katsikeas, C.S., Leonidou, L.C., & Morgan, N.A. (2000). Firm-level export performance assessment: Review, evaluation, and development. Academy of Marketing Science, 28(4), 493-511.
Katsikeas, C.S., Piercy, N.F., & Ionnidis, C. (1996). Determinants of export performance in a European context. European Journal of Marketing, 30(6), 6-35.
 Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions and managerial implication. Journal of Marketing, 54(2), 1-18. 
 Kotler, P. (2000). Marketing management (Millennium Ed.). Upper Saddle River: Prentice Hall.
Lages, L.F., & Lages, C.R. (2004). A measure of short-term export performance improvement. Journal of International Marketing, 12(1), 36-56.
Lages, L.F., Silva, G., & Styles, C.H. (2009). Relationship capabilities, quality, and innovation as determinants of export performance. Journal of International Marketing, American Marketing Association, 17(4), 47-70.
Lau, C. M., & Bruton, G. D. (2011). Strategic orientations and strategies of high technology ventures in two transition economies. Journal of World Business, 46(3), 371-380.
 Lin, K.H., Huang, K.F., & Peng, Y.P. (2014). Impact of export market orientation on export performance. Baltic Journal of Management, 9(4), 403-425.
 Mavrogiannis, M., Bourlakis M. A., Dawson Ph. J., &  Ness, M.R. (2008). Assessing export performance in the Greek food and beverage industry: An integrated structural equation model approach. British Food Journal, 110(7), 638-654.
Mohammadzadeh, P., & Sojoodi, S. (2011). The determinants of export performance in manufacturing firms of Iran by using Tobit and Heckman models. Journal of Executive Management, 3(6), 127-150.
Moon, T.W., & Park, S.I. (2011). The effect of cultural distance on international marketing strategy: A comparison of cultural distance and managerial perception measures. Journal of Global Marketing, 24, 18-40.
 Morgan, N.A., Vorhies, D.W., & Mason, C. H. (2009). Market Orientation, Marketing Capabilities, and Firm Performance. Strategic Management Journal, 30(8), 909-920.
Murray, Y.J., Gao, Y.G., & Kotabe, M. (2011). Market orientation and performance of export ventures: the process through marketing capabilities and competitive advantages. Journal of the Academy of Marketing Science, 39(2), 252-269.
 Nagy, G., & Beracs, J. (2012). Antecedents to the export market orientation of Hungarian higher education institutions, and their export performance consequences. Journal of Marketing for Higher Education, 22(2), 231-256.
 Narver, J.C., & Slater, S.F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20-35.
 Navarro, A., Losada, F., Ruzo, E., & Diez, J. A. (2010). Implications of perceived competitive advantages, adaptation of marketing tactics and export commitment on export performance. Journal of WorldBusiness, 45(1), 49-58.
Okpara, O.J. (2009). Strategic choices, export orientation and export performance of SMEs in Nigeria. Management Decisions, 47 (8), 1281-1299.
Racela, O. C., Chaikittisilpa, C., & Thounrungroje, A. (2007). Market orientation, international business relationships and perceived export performance. International Marketing Review, 24(2), 144-163.
Ruekert, R.W. (1992). Developing a market orientation: an organizational strategy perspective. International Journal of Research in Marketing, 9(3), 225-245.
Shojaie, M., Mohtaram, R., & Ataherian, S. (2015). The effect of enterprise interior items on export performance (Case study: Exporting pistachio companies in Tehran).Business Management,6(4), 791-807.
Slater, S. F., & Olson, E. M. (2001). Marketing’s contribution to the implementation of business strategy: An empirical analysis. Strategic Management Journal, 22(11), 1055-1068.
Theodosiou, M., & Leonidou, L.C. (2003). Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research. International Business Review, 12(2), 141-171.
 Tookey, D. (1964). Factors associated with success in exporting. Journal of Management Studies, 1(1), 48-66.
Varadarajan, P.R., & Clark, T. (1994). Delineating the scope of corporate, business, and marketing strategy. Journal of Business Research, 31(2-3), 93-105.
Walker, O.C., Boyd, H.W., Mullins, J., & Larreche, J. (2003). Marketing strategy: A decision focused approach (4th ed.). New York, NY: McGraw-Hill, Inc.
Zhang, J., & Duan, Y. (2010). Empirical study on the impact of market orientation and innovation orientation on new product performance of Chinese manu1facturers. Nankai Business Review International, 1(2), 214-231.