중국 소비재 수출 중소기업의 기업가적 지향성, 시장지향성이 기업역량과 수출성과에 미치는 영향

Abstract

The purpose of this study is to analyze the impact of entrepreneurial orientation and market orientation on technological capability, marketing capability and export performance of consumer-goods SMEs in China. Relationships among the study concepts are predicted based on existing literature and tested through the survey from 300 consumer-goods SMEs in China. The empirical findings are as follows: First, entrepreneurial orientation and market orientation respectively have a positive effect on technological capability and marketing capability. Second, technological capability has a positive effect on export performance, but market capability has not a positive effect on export performance. Finally, entrepreneurial orientation and market orientation all have a positive effect on export performance.