Earticle

본 연구의 목적은 수출기업의 역량, 수출마케팅전략 실행효과, 경쟁우위 및 수출성과의 인과관계에 대한 연구모형을 구축한 후에, 국내 수출기업들을 대상으로 실증연구를 통하여 수출성과 제고방안을 제시하는 것이다. 본 연구에서는 실증적 연구를 위해 구조방정식모형 분석을 실시하였다. 분석결과를 보면, 전략적 성과는 재무적 성과에 긍정적 영향을 미치는 것으로 나타났는데, 이는 기업이 제공하는 수출제품에 대한 고객의 높은 만족도는 상표충성도를 제고시키며, 높은 상표충성도는 높은 재구매와 매출증가로 이어져 높은 재무적 성과를 창출하게 됨을 의미한다. 경쟁우위는 재무적 성과에 긍정적 영향을 미칠 것이라는 가설은 지지되지 않았지만, 경쟁우위가 전략적 성과에는 긍정적 영향을 미치는 것으로 나타났다. 이는 수출기업의 경쟁우위가 전략적 성과에는 직접적으로 영향을 미치지만, 재무적 성과에는 전략적 성과를 매개로하여 영향을 미치는 것으로 보인다. 따라서 수출기업은 단순히 재무적 성과 제고만을 중요시하기 보다는, 장기적 관점에서 전략적 성과의 제고를 위한 수출마케팅전략의 개발과 실행을 통해 재무적 성과를 제고시킬 수 있어야 할 것이다. 수출마케팅전략 실행효과는 경쟁우위에 긍정적 영향을 미치는 것으로 나타났다. 수출기업의 수출마케팅전략 실행효과가 높아질수록 해외시장의 소비자들에게 보다 높은 가치를 제공할 수 있게 되어 경쟁우위가 제고될 수 있다고 보아진다. 그러므로 수출기업은 수출마케팅전략 실행효과 제고가 수출기업의 경쟁우위의 강화로 이어짐을 인식하고, 수출시장 소비자들의 만족도를 제고시킬 수 있도록 보다 더 높은 가치를 제공할 수 있는 수출마케팅전략의 개발과 실행에 역점을 두어야 할 것이다. 수출마케팅전략 실행효과에 대한 영향요인 중에서 수출마케팅전략개발 역량을 제외한 수출마케팅프로그램 역량, 관계형성 역량 및 경영자 역량이 수출마케팅전략 실행효과에 긍정적인 영향을 미치는 것으로 나타났다. 이러한 분석결과를 통해 수출마케팅전략의 효과적인 실행이 이루어기 위해서는 수출마케팅전략을 구체적으로 실행할 수 있는 수출마케팅프로그램 역량과 관계형성 역량 및 경영자 역량이 중요함을 알 수 있다. 따라서 수출기업은 수출마케팅전략 실행효과를 제고시키기 위해 수출마케팅프로그램 역량과 관계형성 역량 및 경영자 역량 등을 강화해야 할 것이다.

The purpose of this study is to establish a research model regarding the causal relationship between the capabilities of export company, export marketing strategy implementation effectiveness, export competitive advantage and export performance and present the improvement measures of export performance through an empirical study targeting Korean export companies. According to the analysis result, the strategic performance has a positive effect on the financial performance, and such analysis result indicates that high satisfaction level of customers on an export product improves brand loyalty, and high brand loyalty leads to high repurchase and sales increase so that high financial performance can be achieved. A hypothesis saying that a competitive advantage would have a positive effect on the financial performance was not supported, but it is shown that the competitive advantage has a positive effect on the strategic performance. The competitive advantage of an export company has a direct effect on the strategic performance but it seems to have an effect on the financial performance through the strategic performance. It is shown that the export marketing strategy implementation effectiveness has a positive effect on the competitive advantage. Therefore, as the export marketing strategy implementation effectiveness of an export company becomes higher, the company can provide a higher value to consumers in foreign markets, improving the competitive advantage. Among the influence factors of export marketing strategy implementation effectiveness, export marketing program capabilities, relationship capabilities and managerial competence except for export marketing strategy formulation capabilities has a positive effect on the implementation effectiveness. Such analysis result shows that export marketing program capabilities, relationship capabilities and managerial competence which enable the company to implement export marketing strategies are specifically important for effective implementation of export marketing strategies. However, the export marketing strategy formulation capabilities has no statistically significant effect on the export marketing strategy implementation effectiveness, because the export marketing strategy formulation capabilities seem to have an effect on the export marketing strategy implementation effectiveness through the export marketing program which is a specific action program of export marketing strategy. Based on the research results, the following strategic implications are presented: First, the export marketing strategy formulation capabilities have no statistically significant effect on the export marketing strategy implementation effectiveness, because the export marketing strategy formulation capabilities have an effect on the export marketing strategy implementation effectiveness through the export marketing program. The relationship capabilities have the highest effect on the export marketing strategy implementation effectiveness among four export company capabilities, and this shows how important the favorable relationship between export company and customers/distributors of export markets is, and the export company should place the most importance on the relationship with customers and distributors of export markets in the long term. Meanwhile, the managerial competence also has a substantial effect on the export marketing strategy implementation effectiveness, and it shows that the reinforcement of manager's leadership and export marketing manager's capability for implementing export marketing strategies can lead to the improvement of export marketing strategy implementation effectiveness. Second, no matter how good export marketing strategy is, it is difficult to expect high export performance without effective implementation. Therefore, the strategy implementation effectiveness should be kept in mind from the stage of export marketing strategy formulation in order to improve export performance. And CEO of export company should establish the organizational culture which makes members of the organization recognize the importance of export marketing strategy implementation, and motivate managers to make export marketing strategy implementation effective. Third, an export company is able to gain competitive advantage for the fierce competition in export market by developing and implementing an appropriate export marketing strategy. Therefore, the export company should remember that the improvement of export marketing strategy implementation effectiveness leads to the reinforcement of competitive advantage and focus on the development and implementation of export marketing strategy which can provide higher value in order to improve the satisfaction level of consumers in export market.

수출 파트너십 형태의 비즈니스 모델인 수출 벤처는 창업 직후 자원이 부족한 신생기업들이 국제 경쟁에서 선택할 수 있는 전략 중에 하나이다. 최근 연구는 이러한 수출벤처가 대부분 직접 경험을 통해 확보할 수 있는 국제화에 관한 지식이 부족한 신생기업들에게 유용한 전략임을 제시했다. 그러나 이러한 수출벤처의 지속가능한 경쟁우위를 실증적으로 검증한 연구는 미비하다. 본 연구는 수출벤처의 지속가능한 경쟁우위의 근간이 되는 요인들을 규명하는데 목적이 있다. 이러한 측면에서, 본 연구는 자원우위경쟁이론을 이론적 준거 틀로 삼아, 수출벤처의 자원들과 경쟁우위의 관련성을 설명하는 모형을 도출하고 한국 신생 수출기업을 대상으로 한 설문조사를 통해 확보한 자료를 실증적으로 분석하여 이 모형을 검증하였다. 수집된 자료는 구조방정식분석의 한 형태인 부분최소자승법을 통해 분석되었다. 분석결과, 신생기업의 제조역량 및 파트너십 역량과 파트너 기업의 수출역량은 수출벤처의 경쟁우위 확보에 긍정적인 영향을 주는 것으로 나타났다. 그러나 브랜드 인지도의 경쟁우위에 미치는 영향은 유의미하지 않은 것으로 검증되었다. 한편, 관계악화요인들인 수출벤처 참여기업 간 기회주의와 불기능적 갈등은 수출벤처의 경쟁우위 확보에 부정적인 영향을 주는 것으로 나타났다. 본 연구는 신생 기업의 국제화의 상황에서 수출 파트너십의 중요성을 규명함으로써 국제경영과 전략경영 분야의 지식기반을 확충하는데 기여할 것으로 예상된다. 본 논문은 연구결과의 이론적, 실무적 시사점을 제시함과 동시에 연구의 한계를 기반으로 향후 연구 방향을 제시함으로써 결론을 맺는다.

An export-venture is one of the strategic options for a start-up firm that desires to compete internationally, especially when the firm’s resources are insufficient. Recent research has advocated that export-ventures are valuable strategies for start-up firms that suffer from limited resources such as knowledge of internationalization that can be acquired mostly from experiential learning. Few studies, however, have explained export ventures’ sustainable success. The authors aim to identify key drivers of export-venture success. Based heavily on the resource-advantage of competition, the authors theorize key relationships between export-ventures’ resources and competitive advantage. These relationships were tested using data from a survey of start-up firms in Korea. The data were analyzed using partial least square analysis. The structural model shows that export competence was positively related to export-venture competitive advantages. In contrast, the relationship between partner brands’ awareness and export-venture competitive advantages was insignificant. Manufacturing capability positively influences export-venture competitive advantage. Likewise, partnering experience positively influences export-venture competitive advantage. Nonetheless, the relationship-destroying factors negatively affect export-venture competitive advantage. The current study may contribute to knowledge extension of two research streams-international business and strategic management-by emphasizing the importance of export-partnerships in the context of start-up firms’ internationalization. This article is concluded with a discussion of further implications for theory and management and some directions of future research in addition to the limitations of the present research.

This research analyzed the technology-based export performance of small and medium enterprises(SMEs) from the standpoint of entrepreneurship, the resource- based view, competitive advantage, and market orientation. Using structural equation modeling, this study tested seven hypotheses including the moderating effects of market orientation. The results reveal the interaction effects between the coordinating mechanism and entrepreneurs’ innovativeness, and between intelligence dissemination and competitive advantage. Because, it can be said that when concentrating on spreading innovativeness, coordinating activities will result an improved competitive advantage.

Purpose The present study aimed to develop a model that explains an export success. This new model was developed by underlying a model of constant market share and a model of price index. Design/Methodology/Approach Changes in an export product’s competitive advantage were viewed as a driver of the success. In addition, the negative impact of production costs was considered to analyze these changes. Moreover, the effects of an exporter’s power of price bargaining were highlighted under a circumstance of asymmetric information. Findings It is proposed that the increasing costs of labor have a gradually negative impact on price advantage. In addition, it is proposed that the contribution of competitiveness of the export product to the export success could rapidly deteriorate. Furthermore, it is proposed that both an importer’s and the exporter’s level of information have a critical effect on the decisive price of the export product even though the importer possesses a higher level of information and stronger bargaining power of price than the exporter. Research Implications According to these proposals, several suggestions were developed. First, an exporter should optimize the structure of its export product(s). Second, an exporter needs to bolster the quality of its export product(s). Third, an exporter should diversify its promotional types. Fourth, an exporter needs to nurture its bargaining power by tapping fortuitous environments and drivers of bargaining to fulfill the needs of the changes and development of a market.

Since exporting is the most popular foreign market entry method, understanding the determinants of export performance is important for Korean export firms. The purpose of this study is to examine the effect of organizational export capabilities, export marketing strategy and export competitive advantage on export performance and to present the effective ways to increase export performance. The findings of this study are as follows. Export marketing capabilities, relationship-building capabilities and innovation capabilities have an positive effect on export marketing strategy. Export product competitive advantage, export cost competitive advantage and export service competitive advantage are able to be gained through implementing the sound export marketing strategy. The export marketing strategy has an especial important effect on export cost competitive advantage. The export competitive advantages in turn have an positive effect on the increase of financial export performance. This study's findings will be able to offer executives the important insights and a useful framework for understanding the skills specific to achieving higher export performance.

본 연구는 일본･한국･중국 등 동북아 3국의 ICT 산업에 대한 품목별 수출경쟁력 변화를 산업주기(product life cycle) 관점에서 규명하는 데 목적을 두고 연구를 진행했다. 연구 결과 각국 ICT 산업 수출경쟁력도 태동기→도입기→성숙기→쇠퇴기를 거치는 산업주기를 따르는 것으로 분석되었다. 분석 결과를 요약하면 다음과 같다. 산업의 태동기는 수출규모가 작고 제품에 따라 다르지만 수출위주로 진행된다. 그 결과 TSI와 MSI는 성장세를 나타내고 전 산업에서 차지하는 수출규모도 커지면서 RCA지수도 상승 추세를 보인다. 성장기에는 산업의 수출경쟁력이 상승하면서 TSI의 수출특화가 높아지는 가운데 MSI와 RCA지수도 태동기에 비해상승 추세가 가파르게 진행된다. 이런 측면에서 중국은 태동기를 거쳐 성장기를 구가하고있다. 성숙기는 수출성장세가 둔화되는 시기다. 이때는 TSI 상승폭이 둔화되고 이에 따라MSI도 정체 상태에 머문다. 우리나라는 반도체를 중심으로 수출이 늘어났지만 한편으로중국에 경쟁우위를 잠식당한 제품을 중심으로 수입도 증가하는 패턴을 나타냈다. 쇠퇴기는 수출과 수입이 같거나 수출이 감소하고 수입이 증가한다. 이 시기는 TSI, MSI, RCA 가 동반 하락한다. 쇠퇴기는 수출경쟁력 지수가 모두 하락하지만 TSI가 수출특화이면서낮아지는 경우, 수입특화가 심화되는 경우, 수출에서 수입특화로 전환되는 경우 등 3가지양상을 띤다. 일본은 높은 제조비용, 후발국의 추격 등으로 ICT 산업 수출이 위기에 처한가운데 새로운 성장 동력 발굴이 지연되면서 쇠퇴기의 전형을 보였다.

As for the analysis results of the global ICT industry in line with the research purpose of the export competence index through trade within the industry, we have analyzed that the global ICT industry export competitiveness also followed the industrial cycle of the beginning, introduction, maturing, and declining. Through MSI, TSI, and RCA our research results on the life cycle of advanced and developing countries showed that in the beginning it was small in export quantities and even though it was different for each product, it was basically focused on export. As a result, the TSI and MSI showed growth and as the proportion of it from the entire industry increased, the RCA index showed increase as well. The maturing stage is when the export growth starts to decrease. At this point, the increase rate of the TSI index slows down and with this the MSI showed slowed down and came to a stop as well. In the maturing stage there were two patterns shown. In the declining stage, there are three different cases where all of them do show a decrease in the export competitiveness index. As the growth of the industry reaches its peak and the product becomes completely standardized, the focus of technological advancement is shifted from product innovation to process innovation. This happens because as the industry becomes mature, competition is not made by the distinctive features of products, but the advantage of lower price becomes more important.

본 연구는 국내 수출중소기업의 시장지향성, 브랜딩역량, 신제품개발역량 및 경쟁우위 간의 관계를 살펴보고 이들의 관계가 수출하는 제품유형에 따라 상이하게 나타나는지 살펴보고자 하였다. 이를 위해 대한상공회의소의 DB를 바탕으로 수출중소기업을 대상으로 설문조사를 실시하였으며 총 407부가 실증분석에 이용되었다. 경로분석을 실시한 결과, 시장지향성은 신제품개발역량 및 수출경쟁우위를 제고하였으며, 신제품개발역량은 경쟁우위에 긍정적인 영향력을 미쳤으나 브랜딩역량은 유의한 영향력을 미치지 않는 것으로 나타났다. 제품유형에 따른 변수 간 관계의 차이를 검증하기 위해 다중집단 경로분석을 실시한 결과, 신제품개발역량, 브랜딩역량 그리고 경쟁우위에 대한 시장지향성의 긍정적 영향력은 산업재 수출기업보다 소비재 수출기업에 대해 더 높은 것으로 나타났으나, 경쟁우위에 대한 브랜딩역량의 영향력은 소비재 보다 산업재 수출중소기업에게 더 높은 것으로 드러났다. 또한 산업재와 소비재 기업 모두에 신제품개발역량은 수출경쟁우위를 차지하기 위한 중요 요인으로 밝혀졌다. 본 연구결과는 수출중소기업의 해외시장 경쟁력 제고를 위한 시사점을 제언한다는 점에서 의의가 있다.

This study examined the moderating effect of firm type(industrial- vs. consumer- goods firms) on the relationships among market orientation, branding capability, new-product-development capability, and competitive advantage of exporting SMEs based on the dynamic capability view. A total of 407 exporting SMEs were surveyed. The results of two-group path analysis indicated that the influences of market orientation on branding capability, new-product-development capability, and competitive advantage in export markets were greater for consumer-goods SMEs than for industrial-goods SMEs. New-product-development capability played a significant role in increasing competitive advantage for both types of SMEs. Interestingly, branding capability had a positive effect on competitive advantage for industrial-goods SMEs, while it negatively affected for consumer-goods SMEs. Finally, managerial implications were provided for both industrial and consumer-goods exporting SMEs.

국제마케팅 활동은 문화적, 정치적, 사회적 환경이 상이한 외국시장을 대상으로 한다는 점에 그 어려움이 있다. 따라서다른 경쟁기업들에 비해서 얼마나 신속하게 현지 시장의 다양한 변화를 감지하고 그러한 변화에 적절히 반응할 수 있는능력을 키우는가에 따라 국제마케팅 활동의 성공여부가 결정된다. 이에 본 연구에서는 다양한 시장정보의 효율적․효과적 활용과 관련하여 많은 관심을 받고 있는 시장지향성이 성공적인시장 감지능력과 반응능력 즉, 경쟁우위를 어떻게 창출하고, 또한 우수한 수출성과를 얻기 위해서 어떠한 노력이 요구되는가를 밝히고자 하였다. 국내의 수출기업 중 수출 규모가 큰 274개 수출기업을 대상으로 연구가설을 검증한 결과, 시장지향성-시장 감지능력-시장 반응능력이라는 과정을 통해서 우수한 수출성과가 창출되는 것을 확인할 수 있었다. 즉, 다양한 시장변화에 대한 이해와 그러한 변화에 대응할 수 있는 능력을 향상시키기 위해서는 수출시장 정보의 효과적, 효율적 활용과 관련된 높은 수준의 시장지향성을 구축하는 것이 선행되어야 함을 의미한다. 또한 이러한 일련의 노력은 궁극적으로 우수한 수출성과를 얻는데 매우 중요하게 작용하는 것으로 나타났다.

Increased globalization of sales activities, differences of customer needs, and intensive competitiveness are creating high degrees of environmental uncertainty in the export markets. Under these circumstances, it is very important to recognize firms must sense various market changes and respond to them for attaining competitive advantages and sustainable growth. When firms are involved in worldwide operations, these capabilities will be very critical and valuable for their success. According to many previous researchers, market orientation leads to accumulation of these competencies and it will provide naturally superior export performance. Even though the benefits of market orientation have been recognized for several years, empirical studies have not been conducted enough. This study tries to examine the impact of market orientation on export performance via the competitive advantages which are market sensing and responding capabilities. To achieve this purpose, the authors reviewed the previous literatures and suggested the empirical link among market orientation, market sensing capability, market responding capability, and export performance as well as the determinants of market orientation. After the review of extant studies, the authors designed a research model and proposed ten hypotheses. Based on the collected 274 Korean export firms’ data, the proposed model was testified with the LISREL 8.30. In result of empirical test, seven out of ten hypotheses were supported. According to the empirical results, even though Korean export firms can get superior performance by increasing the degree of market orientation, we need to evaluate the importance of the mediating role of market sensing and responding capabilities between market orientation and export performance. That is, researchers should take a consideration that market orientation’s effect on performance is positive when mediated by market sensing and responding capabilities. In the view of practical implication, Korean export firms should enhance the level of sensing and responding competencies which resultantly ensure superior export performance. The strong positive relationships of learning orientation, entrepreneurship, and competitive intensity on market orientation are also empirically supported. The authors discussed the meaning of the results and suggested future research directions.

기존문헌들에 의하면 전사적인 차원에서 이루어지는 시장지향적 조직행위를 통해서 기업은 우수한 성과를 창출할 수 있다는 점이 확인되었으나, 경쟁우위와 관련된 연구는 찾아보기 어렵다. 또한, 다양한 선행변수들에 대한 논의도 상당히 이루어지고 있는 실정이지만 시장지향적 조직행위를 가능하게 하는 가장 중요한 요소라 할 수 있는 조직문화의 구체적 내용을 다루고 있는 연구는 미흡하다. 이에 본 연구에서는 시장지향적 조직문화와 조직행위의 관계를 살펴보고 궁극적으로 이러한 조직문화와 행위가 수출기업의 경쟁우위와 우수한 성과를 창출하는데 어떠한 역할을 수행하는가를 밝히고자 하였다. 이를 위해 다양한 관련 문헌들에 대한 검토를 바탕으로 시장지향적 조직문화, 조직행위, 경쟁우위, 수출성과 사이의 관계를 중심으로 하는 연구모형과 연구가설을 설정하였다. 연구가설의 검증을 위해 수출기업을 대상으로 설문조사를 실시하였으며, LISREL을 활용하여 실증분석을 실시하였다. 그 결과, 연구가설에서 지적한 바와 같이, 시장지향적 조직문화는 시장지향적 조직행위를 가능하게 하는 중요한 요인으로 역할한다는 점을 확인하였다. 또한, 시장지향적 조직행위의 결과 수출기업은 경쟁우위를 창출할 수 있는데 구체적으로 현지시장에서의 감지능력과 반응능력을 크게 향상 시킬 수 있음을 보여주었다. 이러한 연구결과는 시장지향성을 강화시킴으로써 우수한 경쟁우위와 성과를 창출하고자 하려는 기업들에게 시사하는 바가 크다. 전사적 관점에서 시장지향적 행위를 활성화시키기 위해서는 먼저 그러한 행위를 가능하게 하는 가치관, 사고, 비젼을 모든 조직 구성원들이 인식하고 공유하도록 노력해야한다는 점이다. 특히, 시장지향적 조직문화인 고객지향성과 경쟁자지향성의 개념을 이해하고 그 중요성을 인식하도록 교육할 필요가 있다.

Many previous researchers have pointed out that market oriented activities are an important determinant of market sensing and responding capabilities and it will provide resultantly superior performance. Since the importance of market orientation's role have been recognized, various studies have been conducted in many areas like marketing, strategic management, and MIS. Even though the benefits of market orientation have been recognized for several years, empirical studies have not been conducted enough. Especially, there has been a few studies that treated the relationship between market oriented organizational culture, behaviors, and firm's performance. So authors tried to examine the impact of market oriented organizational culture on organizational behavior. And we attempted to disclose the role of market oriented behaviors in the process of increasing export performance via the competitive advantages such as market sensing and responding capabilities. For this goal, the authors investigated widely and deeply the related researches. These wide and deep examination of the previous studies made it possible for the authors to design a research model and to propose hypotheses. To empirically test the proposed model and hypotheses with LISREL, we collected Korean export firms' data. According to the empirical results, Korean export firms can get competitive advantage(market sensing and responding capabilities) and superior export performance by activating market oriented behaviors. As expected, market oriented organizational culture should be established prior to activation of market oriented behaviors in all areas.

본 연구는 대덕연구개발특구내 수출기업을 중심으로 기업의 기술혁신능력, 기술사업화역량 및경쟁우위간의 관계를 분석하였다. 특히 본 연구에서는 수출기업의 기술혁신능력과 경쟁우위간의 관계에서 기술사업화역량의 매개효과를 분석하였다. 본 연구모형은 기업의 기술혁신능력, 기술사업화 및 경쟁우위에 관한 기존 문헌연구와 실증연구에 기초하여 설정되었으며, 이 연구모형검증을 위해 대덕연구개발특구내 수출기업을 대상으로 수행한 설문조사를 통해 자료를 수집하였다. 설문조사는 2015년 1월 5일부터 2월 4일까지 약 1개월간 수행되었으며, 수집된 103개 수출기업 자료는 PLS분석에 활용되었다. 본 연구에서 기술혁신능력은 2차 구성개념으로 1차 구성개념인 학습능력, 전략계획능력, 연구개발능력, 제조능력 및 마케팅능력으로 측정되었으며, 2차구성개념인 기술사업화역량은 1차 구성개념인 상용화속도, 시장범위 및 기술너비로 측정되었다. 본 연구의 실증분석결과에서 수출기업의 기술혁신능력은 기술사업화역량에 정의 영향을 미치고,수출기업의 기술사업화역량은 경쟁우위에 정의 영향을 미치며, 수출기업의 기술혁신능력은 경쟁우위에 직접적으로 정의 영향을 미치는 것으로 나타났다. 한편 수출기업의 기술사업화역량은기술혁신능력과 경쟁우위간의 관계를 매개하는 효과가 있는 것으로 나타났다.

This study aims to investigate the structural relationships between technology innovationcapability, technology commercialization competence, and competitive advantage, focusing on theexport firms in Daedeok Innopolis. In particular, this article attempts to analyze the mediatingeffects of technology commercialization competence on the nexus between a firm’s technologyinnovation capability and competitive advantage. The survey of 103 export firms was conductedfrom January 5, 2015 through February 4, 2015. Partial Least Squares analysis was applied totest the relationships between constructs set in the study. The commonality found in the resultsof the study is that a firm’s technology innovation capability has a positive effect on itstechnology commercialization competence and competitive advantage. The study also finds asolid evidence that a firm’s technology commercialization competence mediates the relationshipbetween its technology innovation capability and competitive advantage while its technologycommercialization competence used as mediating variable directly affects its competitiveadvantage, indicating that the null hypothesis of the non-existence of mediation effect can berejected at the 5% significance level.

The study explains the mediating effect of commitment to exporting and type of adaptation strategy between past export outcome and competitive advantage. In this study, past export performance was considered as an antecedent of commitment to exporting and adaptation strategy was investigated as a mediating variables between commitment to exporting and competitive advantage in a structural model. Hypotheses were derived from export market literature and qualitative interviews and empirical analysis were conducted on a sample of 613 global exporting companies. First, the past three-year export performance and satisfaction as a prior indicator have a positive impact on the export commitment of top management. Second, the export commitment of top management has a positive impact on adaptation strategies. Third, although the product adaptation capacity has a positive impact on strategic advantage, market adaptation capacity does not show an effect on the strategic advantage. The results imply that the reason why small business firms fail to survive in the overseas market is due to the lack of capacity to adapt to the market.

Purpose - The purpose of this paper is to verify how international Entrpreneurial orientation affects export performance for Chinese exporters, and to verify the effect of controlling competitive advantage and learning orientation, and the bridge effect of market dynamics. Design/methodology/approach - There are a total of 254 questionnaires used to verify the hypothesis of this paper. Findings - First, international Entrepreneurial orientation has been shown to have a positive effect on competitive advantage. Second, it has been shown that international Entrepreneurial orientation has a significant positive effect on learning orientation. Third, it has been shown that international Entrepreneurial orientation has a significant positive effect on export performance. Fourth, competitive advantage has been shown to have a significant positive effect on export performance. Fifth, learning orientation has not significantly affected competitive advantage. Sixth, learning orientation has been shown to have a significant positive effect on export performance. Seventh, competitive advantage and learning orientation have been shown to act as intermediaries in relation to international Entrpreneurial orientation and export performance. Finally, competitive advantage was shown to be a modulator in relation to competitive advantage and export performance. Research implications or Originality - The results of the study make the following theoretical and managerial contributions: Theoretical contribution has made empirical contributions that multinational companies can approach newly in their strategies for advancing into foreign countries through consideration of the relationship between competitive advantage, learning orientation and market dynamics in relation to international business orientation and export performance. Management contribution suggests that Chinese exporters should strive to improve their international Entrepreneurial orientation (innovation, initiative, risk-taking), competitive advantage, and learning orientation in order to improve their export performance in international management activities, and that the more dynamic overseas markets are, the more competitive they should have to improve their export performance. It suggests that and international Entrepreneurial-oriented activities should be carried out together.