Title: Effects of network market orientation on new ventures' international performance

Authors: Diego Monferrer; Andreu Blesa; María Ripollés; Inés Kuster; Natalia Vila

Addresses: Department of Business Administration and Marketing, Universitat Jaume I, Vicente Sos Baynat, s/n. 12071 Castellón, Spain. ' Department of Business Administration and Marketing, Universitat Jaume I, Vicente Sos Baynat, s/n. 12071 Castellón, Spain. ' Department of Business Administration and Marketing, Universitat Jaume I, Vicente Sos Baynat, s/n. 12071 Castellón, Spain. ' Universitat de València, Department of Marketing, Avenida de los Naranjos, s/n. 46022 Valencia, Spain. ' Universitat de València, Department of Marketing, Avenida de los Naranjos, s/n. 46022 Valencia, Spain

Abstract: By combining international entrepreneurship and marketing aspects, this work attempts to emphasise the importance of relational knowledge in international new ventures by studying the influence of network market orientation on the international results obtained by these firms. The results obtained in the comparison with the proposed structural equations model confirm that network market orientation is a determining factor for firms to achieve better international results. This influence is observed both directly and indirectly with the mediating effect on the differentiation- and cost-based competitive advantages developed by INVs.

Keywords: network market orientation; international performance; international new ventures; international entrepreneurship; international marketing; relational knowledge; SEM; structural equation modelling; differentiation-based competitive advantage; cost-based competitive advantage; business environment.

DOI: 10.1504/IJBE.2013.050633

International Journal of Business Environment, 2013 Vol.5 No.3, pp.268 - 298

Received: 18 May 2012
Accepted: 28 Aug 2012

Published online: 22 Nov 2012 *

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