Title: The role of market orientation in the performance of born global firms: a multi-dimensional construct approach

Authors: H.M.T.S. Herath; H.D. Karunaratne

Addresses: Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka ' Faculty of Management and Finance, University of Colombo, Sri Lanka

Abstract: This study investigated the multi-dimensional effect of market orientation in the performance of born global firms. To date, the existing literature lacks empirical findings from developing country contexts and the conceptualisation of market orientation as a multi-dimensional construct. Thus, this study contributes to fill the said gaps in the Sri Lankan context, a developing country. The conceptual model was tested drawing on data from 225 information and communication technology (ICT) born global firms and the structural equation modelling (SEM) was performed to test the hypothesised relationships. The findings indicate that all three dimensions of market orientation: customer orientation, competitor orientation and inter-functional coordination, significantly and positively influence the performance of ICT born global firms in Sri Lanka. The findings suggest several insights into the market orientation and performance relationship.

Keywords: performance; market orientation; customer orientation; competitor orientation; inter-functional coordination; born global firms.

DOI: 10.1504/JIBED.2018.098711

Journal for International Business and Entrepreneurship Development, 2018 Vol.11 No.4, pp.285 - 301

Received: 26 Jan 2018
Accepted: 31 Jul 2018
Published online: 01 Apr 2019 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article