The Role of Market and Learning Orientations in Relationship Quality: Evidence from Vietnamese Exporters and their Foreign Importers

Abstract

This study examines the roles of market and learning orientations in relationship quality between exporters in transition economies and their foreign importers and subsequently, export performance. A random sample of 283 export firms in Vietnam provides evidence to support the hypothesized main effects. The results further indicate that learning orientation plays a role in building high-quality relationships for both new and mature relationships. However, the impact of market orientation on relationship quality is found only in the new relationship. In addition, firm-ownership structure does not moderate the relationships between learning orientation, market orientation, relationship quality, and export performance.

Citation

Nguyen, T.T.M., Barrett, N.J. and Nguyen, T.D. (2006), "The Role of Market and Learning Orientations in Relationship Quality: Evidence from Vietnamese Exporters and their Foreign Importers", International Marketing Research (Advances in International Marketing, Vol. 17), Emerald Group Publishing Limited, Leeds, pp. 107-133. https://doi.org/10.1016/S1474-7979(06)17004-0