Abstract

The purpose of this study is to examine the relationships between market orientation, proactive orientation, market capability and innovation as they relate to the export performance of South African SMEs. Utilizing the Stimulus-Organism-Response model and extant literature, a theoretical framework is proposed. A sample of 259 South African SMEs involved in exporting were collected. The study hypotheses are analyzed using PLS-SEM; moreover, mediation tests are also included. The results suggest that market orientation and proactive orientation are significant elements that could lead to the improved export performance of South African SMEs. The current study expects to provide practical managerial implications and marketing knowledge for organizations hoping to better comprehend the South African marketplace. The findings of this study can be further applied to better understand emerging markets. Ultimately market orientation and proactive orientation are valuable strategic orientations that emerging market firms can use to leverage their limited resources as they aim to improve export performance.

摘要

本研究的目的是检验市场导向、主动导向、市场能力和创新之间的关系，因为它们与南非中小企业的出口业绩有关。利用刺激-生物-反应模型和现有文献，提出了一个理论框架。收集了涉及出口的 259 家南非中小企业的样本。使用PLS-SEM分析研究假设；此外，还包括调解测试。结果表明，市场导向和主动导向是提高南非中小企业出口业绩的重要因素。目前的研究希望为希望更好地了解南非市场的组织提供实际的管理意义和营销知识。这项研究的结果可以进一步应用于更好地了解新兴市场。最终，市场导向和主动导向是有价值的战略导向，新兴市场公司可以利用它们来利用其有限的资源，以提高出口绩效。