Lin, K. H., Lien, Y. C., and Peng, Y. P. 2015. The Non-Linear Relationship between Inter-Organizational Relationship, Overseas Market Orientation and Overseas Performance: Moderations of Internationalization Degree and Learning Orientation. NTU Management Review, 26 (1): 65-94. https://doi.org/10.6226/NTUMR.2015.JAN.11056
Ku-Ho Lin, Associate Professor, Department of Business Administration, National Chung Hsing University
Yung-Chih Lien, Associate Professor, Department of International Business, National Taiwan University
Yao-Ping Peng, Postdoctoral Research Fellow, Graduate School of Educational Administration and Evaluation, University of Taipei
Abstract
The establishment of good relations with overseas business partners and gaining knowledge of international trade is essential for firms participating in business. In the process of international marketing of internationalized firm, the most notable method is overseas market-oriented behavior. This study regards the relational view as the hitting point and proposes that the overseas market-oriented behavior will be directly influenced by the relation of organizations, which is reflected in the nonlinear relation (inverted U-shape) between overseas market orientation and performance. Degree of internationalization and learning orientation were also included as moderators.
Keywords
inter-organizational relationshipoverseas market orientationdegree of internationalization