Managerial antecedent factors of export market-oriented organizations and their performance consequences

Studying hungarian higher education institutions using a configurational approach

Authors

DOI:

https://doi.org/10.14267/VEZTUD.2022.11.01

Keywords:

export management factors, export reward and training systems, export market-orientation, export market performance, fuzzy-set methods, higher education institutions

Abstract

The study focuses on the managerial antecedents of export market-orientation and tests the complex interaction of these factors to two outcomes of interest (that is, high export market performance vs. the absence of high export market performance) with a fuzzy-set qualitative comparative analytical approach (fsQCA). Using a combined survey data of twenty five export-orientated higher education institutions based in Hungary the results show that a complex interaction of ma- nagerial antecedents factors to export market-orientation and export market-orientation leads to a high export market performance, whereas misfit between these factors yields the absence of a high export market performance; a complex analytical and theoretical approach missing from export market-orientation and strategic human resource management literatures. Results of the study can enrich the understanding of the complex interaction of the managerial antecedent factors to export market-orientation; therefore, providing valuable insights to academic and managerial audiences ali

Downloads

Download data is not yet available.

Author Biographies

József Berács, Corvinus University of Budapest

Professor

Gábor Nagy, INSEEC Grande Ecole Paris

Assistant professor

References

Anderson, J. C., & Gerbing, D. W. (1988). Structural Equation Modelling In Practice: A Review of Recommended Two- Step Approach. Psychological Bulletin, 103(3), 411-423. https://www3.nd.edu/~kyuan/courses/sem/readpapers/ANDERSON.pdf

Bagozzi, R. P., & Yi, Y. (1988). On The Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16, 74-94. https://doi.org/10.1007/BF02723327

Bagozzi, R.P. (1992). The Self-Regulation of Attitudes, Intentions, and Behavior. Social Psychology Quarterly, 55(2), 178-204. https://doi.org/10.2307/2786945

Bailey, T., & Waldinger, R. (1991). Primary, Secondary, and Enclave Labor Markets: A Training Systems Approach. American Sociological Review, 56(4), 432-445. https://doi.org/10.2307/2096266

Baird, L., & Meshoulam, I. (1988). Managing Two Fits of Strategic Human Resource Management. Academy of Management Review, 13(1), 116-128. https://doi.org/10.2307/258359

Berács, J. (2006). Oktatási hub a láthatáron – Logisztikai tapasztalatok tanulságai. (Education Hub on the Horizon – Lessons of Logistics Experiences) Vezetéstudomány – Budapest Management Review, 37(11), 2-11. https://doi.org/10.14267/VEZTUD.2006.11.01

Berács, J. (2014). Mobilitást akadályozó és ösztönző tényezők. In A felsőoktatási mobilitást akadályozó és ösztönző tényezők Magyarországon (pp. 53-114). Budapest: Tempus Public Foundation.

Berács, J., Derényi, A., Kováts, G., Polónyi, I., & Temesi, J. (2015). Hungarian Higher Education 2014. Strategic progress report. Corvinus University of Budapest-Center for International Higher Education Studies, Budapest. http://unipub.lib.uni-corvinus.hu/7051/1/MF2014_EN.pdf

Bettencourt, L. A., & Gwinner, K. P. (1996). Customization of the Service Experience: The Role of the Frontline Employee. International Journal of Service Industry Management, 7(2), 3-20. https://doi.org/10.1108/09564239610113442

Boshoff, C., & Allen, J. (2000). The Influence of Selected Antecedents on Frontline Staff’s Perceptions of Service Recovery Performance? International Journal of Service Industry Management, 11(1), 63-90. https://doi.org/10.1108/09564230010310295

Cadogan, J. W., Cui, C. C., Morgan, R. E., & Story, V. M. (2006). Factors Facilitating and Impeding The Development of Export Market-Oriented Behavior: A study of Hong Kong manufacturing exporters. Industrial Marketing Management, 35(5), 634-647. https://doi.org/10.1016/j.indmarman.2005.06.014

Cadogan, J. W., Diamantopoulos, A., & Siguaw, J. A. (2002). Export Market-oriented Activities: Their Antecedents and Performance Consequences. Journal of International Business Studies, 33(3), 615-626. https://www.jstor.org/stable/3069535

Cadogan, J. W., Kuivalainen, O., & Sundqvist, S. (2009). Export Market-Oriented Behavior and Export Performance: Quadratic and Moderating Effects Under Differing Degrees of Market Dynamism and Internationalization. Journal of International Marketing, 17(4), 71-89. https://doi.org/10.1509/jimk.17.4.71

Cadogan, J. W., Paul, N. J., Salminen, R. T., Puumalainen, K., & Sundqvist, S. (2001). Key Antecedents to “Export” Market-Oriented Behaviors: A Cross-National Empirical Examination. International Journal of Research in Marketing, 18(3), 261-282. https://doi.org/10.1016/S0167-8116(01)00038-6

Cano, C. R., Carrillat, F. A., & Jaramillo, F. (2004). A meta-analysis of the relationship between market-orientation and business performance: evidence from five continents. International Journal of Research in Marketing, 21(2), 179-200. https://doi.org/10.1016/j.ijresmar.2003.07.001

Day, G. S. (1999). The market driven organization: Understanding, attracting and keeping valuable customers. New York, NY: Free Press.

Du, Yunzhou, P.H. Kim (2021). One size does not fit all: Strategy configurations, complex environments, and new venture performance in emerging economies. Journal of Business Research, 124 (January), 272–285. https://doi.org/10.1016/j.jbusres.2020.11.059

E-4 Group (2020). E-4 Group statement: The ESG in the changing landscape of higher education. August 2020, https://enqa.eu/wp-content/uploads/2020/08/E4-statement_The-ESG-in-the-changing-landscape-of-higher-education_Final.pdf

ESG (2015). ENQA – European Association for Quality Assurance in Higher Education, ESG 2015. https://www.enqa.eu/esg-standards-and-guidelines-for-quality-assurance-in-the-european-higher-education-area/

Fiss, P. C. (2007). A Set-Theoretic Approach to Organizational Configurations. Academy of Management Review, 32(4), 1180-1198. https://www.jstor.org/stable/20159362

Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382-388. https://doi.org/10.2307/3150980

Frösen, J., Luoma, J., Jaakkola, M., Tikkanen, H., & Aspara, J. (2016). What Counts Versus What Can Be Counted: The Complex Interplay of Market-orientation and Marketing Performance Measurement. Journal of Marketing, 80(3), 60-78. https://doi.org/10.1509/jm.15.0153

Gregory, J. L. (2019). Applying SERVQUAL: Using service quality perceptions to improve student satisfaction and program image. Journal of Applied Research in Higher Education, 11(4), 788-799. https://doi.org/10.1108/JARHE-12-2018-0268

Hair, J. F., Black, B., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis (6th ed.). Upper Saddle River, NJ: Prentice Hall.

Hambrick, D. C. (1983). High Profit Strategies in Mature Capital Goods Industries: A Contingency Approach. Academy of Management Journal, 26(4), 687-707. https://doi.org/10.2307/255916

Hambrick, D. C., & Mason, P. A. (1984). Upper Echelons: The Organization as a Reflection of Its Top Managers. Academy of Management Review, 9(2), 193-206. https://doi.org/10.2307/258434

Harris, L. C. (2000). The Organizational Barriers to Developing Market Orientation. European Journal of Marketing, 34(5/6), 598-624. https://doi.org/10.1108/03090560010321956

Hart, C. W. L., Heskett, J. L., & Sasser, W. E. Jr. (1990). The Profitable Art of Service Recovery. Harvard Business Review, 68, 148-156. https://hbr.org/1990/07/the-profitable- art-of-service-recovery

Hemsley-Brown, J., & Oplatka, I. (2010). Market-orientation in universities: A comparative study of two national higher education systems. International Journal of Educational Management, 24(3), 204-220. https://doi.org/10.1108/09513541011031565

Hrebiniak, L.G. (1981). The organization and environment research program: Overview and critique. In Van de Ven, A.H., & Joyce, W.F. (Eds.), Perspectives on organization design and behaviour (pp. 338–345). New York: Wiley-Interscience.

James, M. & Derrick, G. (2021). Export marketing in higher education: an international comparison. Journal of International Education in Business, 14(1), 59-76. https://doi.org/10.1108/JIEB-05-2019-0026

Jaworski, B. J., & Kohli, A. K. (1993). Market Orientation: Antecedents and Consequences. Journal of Marketing, 57(3), 53-70. https://doi.org/10.2307/1251854

Katsikea, E., Theodosiou, M., Perdikis, N., & Kehagias, J. (2011). The Effects of Organizational Structure and Job Characteristics on Export Sales Managers’ Job Satisfaction and Organizational Commitment. Journal of World Business, 46(2), 221-233. https://doi.org/10.1016/j.jwb.2010.11.003

Kayabasi, A., & Mtetwa, T. (2016). Impact of Marketing Effectiveness and Capabilities, and Export Market-orientation on Export Performance. European Business Review, 28(5), 532-559. https://doi.org/10.1108/EBR-11-2014-0084

Keefe, J.H., & Katz, H.C. (1990). Job Classifications and Plant Performance in the Auto Industry. Industrial Relations, 29(1), 111-118. https://doi.org/10.1111/j.1468-232X.1990.tb00744.x

Kéri, A. (2021). Külföldi hallgatók elégedettségét és lojalitását befolyásoló tényezők feltárása a Szegedi Tudományegyetemen: Kizárólag az egyetemi tényezők számítanak? Vezetéstudomány – Budapest Management Review, 52(8- 9), 48–62. https://doi.org/10.14267/VEZTUD.2021.09.04

Kerr, J. L. (1985). Diversification Strategies and Managerial Rewards: An Empirical Study. Academy of Management Journal, 28(1), 155-179. https://doi.org/10.2307/256066

Ketchen, D.J., Combs, J.G.,Jr., Russell, C.J., Shook, C., Dean, M.A., Runge, J., Lohrke, F.T., Naumann, S.E., Haptonstahl, D.E., Baker, R., Beckstein, B.A., Handler, C., Honig, H., & Lamoureux, S.(1997). Organizational Configurations and Performance: A Meta-Analysis. The Academy of Management Journal, 40(1), 223–240. https://doi.org/10.2307/257028

Kirca, A.H., Jayachandran, S., & Bearden, W. O. (2005). Market Orientation: A Meta-Analytic Review and Assessment of Its Antecedents and Impact on Performance. Journal of Marketing, 69(2), 24-41. https://doi.org/10.1509/jmkg.69.2.24.60761

Kóczy, L.T., & Tikk, D. (2000). Fuzzy rendszerek. Budapest: Typotex Kiadó.

Kohli, A.K., & Jaworski, B.J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54(2), 1-18. https://doi.org/10.2307/1251866

Kwon, Y-C., & Hu, M. Y. (2000). Market-orientation among Small Korean Exporters. International Business Review, 9(1), 61-75. https://doi.org/10.1016/S0969-5931(99)00029-3

Lado, A. A., Boyd, N. G., & Wright, P. (1992). A Competency- Based Model of Sustainable Competitive Advantage: Toward A Conceptual Integration. Journal of Management, 18(1), 77-91. https://doi.org/10.1177/014920639201800106

Lages, L. F., & Montgomery, D. B. (2004). Export Performance as an Antecedent of Export Commitment and Marketing Strategy Adaptation: Evidence from Small and Medium-Sized Exporters. European Journal of Marketing, 38(9/10), 1186-1214. https://doi.org/10.1108/03090560410548933

Lages, L. F., Jap, S. D., & Griffith, D. A. (2008). The Role of Past Performance in Export Ventures: A Short-Term Reactive Approach. Journal of International Business Studies, 39(2), 304-325. https://doi.org/10.1057/palgrave.jibs.8400339

Lakal, N., Joshi, K., & Jain, K. (2020). Development of engineering education service quality model from faculty perspective. Total Quality Management & Business Excellence, 31(13-14), 1442-1453. https://doi.org/10.1080/14783363.2018.1473028

Lichtenthal, J. D. (1992). Becoming Market Oriented. Journal of Business Research, 24(3), 191-207. https://doi.org/10.1016/0148-2963(92)90018-7 Meijaard, J., Brand, M. J., & Mosselman, M. (2005). Organizational Structure and Performance in Dutch Small Firms. Small Business Economics, 25(1), 83-96. https://doi.org/10.1007/s11187-005-4259-7

Meyer, A.D., Tsui, A.S., & Hinings, C.R. (1993). Configurational Approaches to Organizational Analysis. Academy of Management Journal, 36(6), 1175-1195. https://doi.org/10.2307/256809

Morgan, N. A., & Piercy, N. F. (2008). Barriers to Marketing Implementation in U.K. Professional Service Firms. Journal of Professional Services Marketing, 8(1), 95–113. https://doi.org/10.1300/J090v08n01_08

Mossholder, K. W., Bennett, N., Kemery, E. R., & Wesolowski, M. A. (1998). Relationships between Bases of Power and Work Reactions: The Mediational Role of Procedural Justice. Journal of Management, 24(4), 533-552. https://doi.org/10.1177/014920639802400404

Mostafiz, M. I., Sambasivan, M., & Goh, S. K. (2021). Antecedents and Consequences of Market-orientation in International B2B Market: Role of Export Assistance as a Moderator. Journal of Business & Industrial Marketing, 36(6), 1058-1075. https://doi.org/10.1108/JBIM-09-2019-0411

Mucsi, A., Malota, E. & Török, A. (2020). Kulturális sokk és pozitív szájreklám – a felsőoktatásban tanuló külföldi hallgatók körében. Vezetéstudomány – Budapest Management Review, 51(2), 23-31. https://doi.org/10.14267/VEZTUD.2020.02.02

Nagy, G. & Berács, J. (2013). Az exportpiac-orientáció előzményei és annak e xportteljesítményre gyakorolt hatása a magyar felsőoktatási intézményekben. Vezetéstudomány – Budapest Management Review, 44(2). 2-19. https://doi.org/10.14267/VEZTUD.2013.02.01

Navarro, A., Acedo, F. J., Robson, M. J., Ruzo, E., & Losada, F. (2010). Antecedents and Consequences of Firms’ Export Commitment: An Empirical Study. Journal of International Marketing, 18(3), 41-61. https://doi.org/10.1509/jimk.18.3.41

Németh, E. & Vida, C. (2021). Higher education in light of change – Competition, Quality, Performance – Summary study of the research project of the State Audit Office of Hungary. Hungarian Accreditation Review, 2, 21-25. https://www.mab.hu/en/hungarian-accreditation-review/

O’Cass, A., & Julian, C. (2003). Examining Firm and Environmental Influences on Export Marketing Mix Strategy and Export Performance of Australian Exporters. European Journal of Marketing, 37(3/4), 366-384. https://doi.org/10.1108/03090560310459005

Ordanini, A., & Maglio. P. P. (2009). Market Orientation, Internal Process, and External Network: A Qualitative Comparative Analysis of Key Decisional Alternatives in the New Service Development. Decision Science, 40(3), 601-625. https://doi.org/10.1111/j.1540-5915.2009.00238.x

Prakash, G. (2018). Quality in higher education institutions: insights from the literature. The TQM Journal, 30(6), 732- 748. https://doi.org/10.1108/TQM-04-2017-0043

Pulendran, S., & Speed, R. (1996). Planning and Doing: The Relationship between Marketing Planning Styles and Market Orientation. Journal of Marketing Management, 12(1/3), 53-68. https://doi.org/10.1080/0267257X.1996.9964400

Ragin, C.C. (2008). Measurement versus calibration: A settheoretic approach. In Janet M. Box-Steffensmeier (Eds.), The Oxford handbook of political methodology (pp. 174- 198). Oxford: OUP. https://doi.org/10.1093/oxfordhb/9780199286546.003.0008

Ruekert, R. W. (1992). Developing a Market Orientation: An Organizational Strategy Perspective. International Journal of Research in Marketing, 9(3), 225-246. https://doi.org/10.1016/0167-8116(92)90019-H

Schuler, R. S., & Jackson, S. E. (1987). Linking Competitive Strategies with Human Resource Management Practices. Academy of Management Executive, 1(3), 207-219. https://doi.org/10.5465/AME.1987.4275740

Sukoco, B.M., Choirunnisa, Z., Mudzakkir, M.F., Nasution, R.A., Susanto, E. & Usman, I. (2021). Market-orientation and capacity for change in higher education performance in Indonesia. Journal of Asia Business Studies, 16(1), 80- 100. https://doi.org/10.1108/JABS-01-2020-0021

Tóth, Z. E., & Surman, V. (2021). A szolgáltatásminőség mérésének és értékelésének gyakorlata a felsőoktatásban: Főszerepben a hallgatók. Vezetéstudomány – Budapest Management Review, 52(11), 28–44. https://doi.org/10.14267/VEZTUD.2021.11.03

Tushman, M. L., & Romanelli, E. (1985). Organizational evolution: A metamorphosis model of convergence and reorientation. In L. L. Cummings & B. M. Staw (Eds.), Research in organizational behavior, vol. 7 (pp. 171-222). Greenwich, CT: JAI Press.

Vuorio, A., Torkkeli, L., & Sainio, L. M. (2020). Service innovation and internationalization in SMEs: antecedents and profitability outcomes. Journal of International Entrepreneurship, 18 (1), 92-123. https://doi.org/10.1007/s10843-019-00266-z

Westley, F., & Mintzberg, H. (1989). Visionary leadership and strategic management. Strategic Management Journal, 10(S1), 17-32. https://doi.org/10.1002/smj.4250100704

Woodside, A.G. (2018). How to Move Away From Using Symmetric Tests, Net Effects, and p<0.05: Overcoming Barriers to Good Science Practices. Journal of Contemporary Marketing Science, 1(1), 176-187. https://doi.org/10.1108/JCMARS-09-2018-0012

Downloads

Published

2022-11-14

How to Cite

Berács, J., & Nagy, G. (2022). Managerial antecedent factors of export market-oriented organizations and their performance consequences: Studying hungarian higher education institutions using a configurational approach. Vezetéstudomány Budapest Management Review, 53(11), 2–15. https://doi.org/10.14267/VEZTUD.2022.11.01

Issue

Section

Studies and Articles