全球化時代的來臨，促進企業的國際化並加速了國際貿易的成長。企業進行海外拓展國際化的第一步便是出口，也因此出口績效儼然成為許多國際商業或經濟學者探討的重要議題。然而，在如此眾多的出口績效研究中，研究目標卻鮮少為新興市場企業。 新興市場如今已於全球市場竄起，許多投資者皆對新興市場趨之若鶩。在與已開發經濟體大相逕庭的環境中，新興市場企業之出口績效決定因素又與已開發經濟體是否相異，本研究將以新興市場為主要目標探討出口績效因素以補齊過去文獻之不足。 本研究於B2B電子商務平台中隨機蒐集了319個樣本，透過後進者觀點切入，加入過去未受詳盡探討之因素並搭配樣本特性，歸納出五項因素：創新能力、產品品質控管、電子商務使用時間、海外地區多樣性、是否天生全球化，並在控制公司規模的情況下以階層式迴歸進行實證分析。 研究結果發現，雖然各變數對出口績效皆呈現正向影響，但創新能力與海外地區多樣性並未達到顯著水準，故無法使假設成立。而產品品質控管愈佳或使用電子商務時間愈久皆可提升出口績效。另外，天生全球化企業之出口績效也會較遵循傳統國際化步驟企業之出口績效為佳。希望本研究結果可提供欲於新興市場中成立之新企業提升出口績效的方向，或已立足於新興市場中之成熟企業欲改善出口績效之方法。 / Globalization makes the amount of international trade growing rapidly than before. Firms do more international activities and seek for superior export performance. Researchers of International Business and Economics see this trend as an important topic to discuss. However, among so many literatures of the determinants of export performance, there seems to be little about the export performance in emerging markets. To make the researches of determinants of export performance become more complete, I will take firms in emerging markets as the study subject. I randomly collected data of 319 firms from a B2B e-commerce marketplace. With the aspect of late mover advantage, I take innovation as one of the determinants of export performance. Also, product quality and international diversity are both considered. Firms in emerging markets think e-commerce as an efficiency tool to expand markets and this is the reason I put e-commerce usage time in the structure. Finally, some firms from the sample are so-called “born-globals,” I also study the relationship between born-global and export performance. In this paper, I found product quality and e-commerce usage time positively affect the export performance; while innovation and international diversity do not provide a significant result. Besides, export performance of born-globals in emerging markets is better than other firms, which were not born-global. Hope this paper can make people who are interested in export performance in emerging market understand the situation more.

As the globalisation process accelerates there is a growing need for individual countries to understand the bases for effective performance in international trade. Because it makes up such a large share of world trade, it is especially important to understand what determines effectiveness in exporting. Despite much empirical research, especially over recent decades, the state of knowledge on this topic remains fragmented, unclear and unsatisfactory. The motivation for the present study was therefore twofold: dissatisfaction with the present state of knowledge in this vital area and the importance to the UK economy of improving its export performance in a world of increasing competition. Its aim was to contribute to the resolution of both. In addition to finding what appeared to be quite serious methodological problems in a group of earlier studies, our review of the literature indicated that the best prospects for identifying the determinants of effective exporting were to be found, not at national or sectoral level but at that of the individual firm. Accordingly, an empirical survey research project was developed. To minimise unquantifiable inter-sectoral variability, it was focused on a single sector of industry. For a range of reasons, including the limited amount of information available about its current export activity and prospects, the UK knitted apparel industry was chosen. Special care having been taken to assemble the fullest possible sampling frame and to develop a suitable instrument (which included an export performance model), a mail survey in the form of a stratified random sample of exporting UK manufacturers of knitted apparel was carried through from late 2000. Persistent follow-up by mail and telephone generated a response rate of 70 per cent, comprising close to half of the sampling frame, that was representative of all company size bands, levels of exporting and products. The overall quality of the responses was good; tests of non-response did not find any indications of non-response bias. Data analysis, designed to test thoroughly our 10 export-determinants hypotheses, relied primarily on Pearsonian correlation at the bivariate level then sequentially on Multiple Regression Analysis, Canonical Correlation Analysis and Partial Least Squares. A perhaps slightly novel aspect of the research was that it was not solely cross-sectional in format; a longitudinal element was provided by drawing on the researcher's earlier surveys ; and a panel element by following-up, in 2007, the main 2000 field survey. Where possible, these data were drawn upon in the analysis and interpretation. There did not appear to be any conflict between the three multivariate techniques employed and indeed their findings were not dissimilar. The outcome of the data analysis was to uphold, to varying degrees, most of our hypotheses about the determinants of effective or successful exporting. Those that did not find support were three: firm size, product adaptation, and price determination method. Most strongly supported as determinants were promotional intensity, serving many markets and visits to trade fairs/exhibitions; others which were statistically significant, included management commitment, special staff skills and the use of Commission Agents. While the conclusions must remain a bit tentative they are encouraging.

A compreensão da dinâmica de persistência e evasão da atividade exportadora é fundamental para o desenho de incentivos adequados às firmas estreantes no mercado internacional e encontra respaldo nos modelos da nova teoria do comércio internacional. O propósito deste trabalho é investigar os determinantes do desempenho de firmas industriais brasileiras estreantes no mercado internacional, em termos de probabilidade de sobrevivência e evolução do valor exportado, com especial atenção aos impactos dos instrumentos de apoio Drawback, BNDES Exim e Proex. Para tanto, serão analisadas empresas estreantes no comércio exterior entre os anos de 1998 e 2003, configurando um painel desbalanceado com 8,5 mil firmas. Por meio de análise econométrica para dados em painel e estimação de modelos de duração, verificou-se que a função de sobrevivência e crescimento do valor médio exportado no tempo difere claramente entre firmas que utilizam um dos benefícios e aquelas que não o fazem. Também se pode afirmar que custos irreversíveis de entrada no comércio internacional não sejam desprezíveis entre as firmas industriais analisadas, o que indica que os programas públicos de promoção de exportações devam se concentrar na (i) redução da taxa de abandono das recém-exportadoras e (ii) na minimização dos custos fixos associados aos investimentos para entrada no mercado exportador. / Understanding the dynamics of persistence and evasion of export activity is essential for the design of export promotion for new exporters and international trade policies. Several results point to the importance of taking into account the specific sector of the industry in the implementation of public policies, which is supported by the new models of international trade theory. The purpose of this work is to investigate the determinants of the performance of Brazilian industrial new exporters, with particular attention to the impacts of Drawback, BNDES Exim and Proex. For this, we analyzed firms between the 1998 and 2003, constituting an unbalanced panel with 8500 firms. By panel data analysis and estimation of duration models, we found that the survival function and the growth of exports clearly differs among companies that use one of the programs and those that do not. One can also say that sunk costs are not negligible among the industrial firms analyzed, which indicates that public export promotion should focus on (i) reducing the dropout rate of new exporters and (ii) minimize the fixed sunk costs related with initial investments to begin the export activty.

Made available in DSpace on 2016-10-13T14:10:07Z (GMT). No. of bitstreams: 1 Reynaldo Dannecker Cunha.pdf: 4178316 bytes, checksum: 5c6ede73ac739087ad5073ff365195d4 (MD5) Previous issue date: 2012-04-24 / This study analyzes the influence of marketing activities in the internationalization process of micro and small enterprises (MSEs) in emerging countries, focusing on export operations carried out by Brazilian companies. The overall objective is to analyze these activities and check its impact on export performance of MSEs. The specific objectives involve the evaluation of adaptation-standardization strategies, considering the marketing mix (product, price, communication and distribution) on foreign markets; the export performance and its relevance to their business success. To that end, it was developed a conceptual framework that examines company and products characteristics, entrepreneurial marketing and how they influence the marketing activities in the export process. The model is based on a conceptual analysis on export marketing strategy (EMS) and export performance developed by Cavusgil and Zou (1994). In order to understand the context, a comprehensive theoretical review evaluated theories of globalization, marketing and the historical performance of micro and small enterprises in Brazilian exportation. To test the hypothesis a survey was performed with 173 MSEs available at SEBRAE, ABICALÇADOS and Serasa Experian databases; data were analyzed using descriptive and multivariate statistics by structural equation modeling (SEM). It was possible to detect the importance of EMS in the export performance of MSEs studied, mainly by adapting the price to the target market, making it more competitive. It was identified the critical role of international competence of the company for greater success in exporting, as well as the indirect influence of entrepreneurial marketing in export performance, through the impact on EMS. As contributions, the development of the conceptual model adapted to MSEs improves Cavusgil and Zou (1994) model, because this has been tested only in large companies, filling therefore an empirical gap. In addition, studying the export performance of MSEs is aligned with the importance of such company for the Brazilian economy, and the diagnosis on export performance of the same, from economic and strategic criteria, not only contributes to managerial decisions, but to government policies. / Este estudo analisa a influência das atividades de marketing na internacionalização de micro e pequenas empresas (MPEs) em países emergentes, com foco nas operações de exportação desenvolvidas por empresas brasileiras. O objetivo geral é analisar essas atividades e verificar seu impacto na performance de exportação das MPEs. Os objetivos específicos envolvem a avaliação da estratégia de adaptação versus a de padronização, sendo abordado o composto de marketing (produto, preço, comunicação e distribuição) com vistas a mercados externos; a performance de exportação e sua relevância para o sucesso das empresas. Para tanto, foi elaborado um modelo conceitual que analisa as características da empresa, características de seus produtos e o marketing empreendedor, e como estas influenciam as atividades de marketing nos processos de exportação. O modelo está baseado na análise conceitual sobre estratégia de marketing para exportação (EMS) e performance de exportação construído por Cavusgil e Zou (1994). Para contextualizar o campo de estudo, realizou-se uma revisão teórica sobre teorias de internacionalização, sobre marketing e sobre o desempenho histórico das micro e pequenas empresas brasileiras na exportação. Para testar as hipóteses foi realizada uma survey com 173 MPEs oriundas de bases de dados do SEBRAE, da ABICALÇADOS e da Serasa Experian, e os dados obtidos foram analisados utilizando-se estatística descritiva e multivariada, por meio da modelagem de equações estruturais (SEM). Foi possível detectar a importância das EMS na performance de exportação das MPEs estudadas, principalmente pela adaptação do preço ao mercado de destino, tornando-o mais competitivo. Identificou-se o papel decisivo da competência internacional da empresa para obter maior sucesso na exportação, assim como da influência indireta do marketing empreendedor na performance de exportação, por meio dos impactos nas EMS. Como contribuições, a elaboração do modelo conceitual adaptado a MPEs apresenta uma evolução do modelo de Cavusgil e Zou (1994), pois este foi testado apenas em grandes empresas, preenchendo, portanto, um gap empírico. Além disso, estudar a performance de exportação das MPEs está alinhado com a importância desse tipo de empresa para a economia brasileira, e o diagnóstico sobre desempenho de exportação das mesmas, a partir de critérios econômicos e estratégicos, contribui para decisões não apenas gerencias, mas para as políticas do Governo.

Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2018-08-07T18:54:29Z No. of bitstreams: 1 pmdgi - reynaldo dannecker cunha.pdf: 4151805 bytes, checksum: a8563e01802839d529627543ad9b0691 (MD5) / Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2018-08-08T13:12:12Z (GMT) No. of bitstreams: 1 pmdgi - reynaldo dannecker cunha.pdf: 4151805 bytes, checksum: a8563e01802839d529627543ad9b0691 (MD5) / Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2018-08-08T13:12:48Z (GMT) No. of bitstreams: 1 pmdgi - reynaldo dannecker cunha.pdf: 4151805 bytes, checksum: a8563e01802839d529627543ad9b0691 (MD5) / Made available in DSpace on 2018-08-08T13:16:14Z (GMT). No. of bitstreams: 1 pmdgi - reynaldo dannecker cunha.pdf: 4151805 bytes, checksum: a8563e01802839d529627543ad9b0691 (MD5) Previous issue date: 2018-02-27 / In this study we evaluate how causation and effectuation influence export marketing strategies and export performance of micro and small enterprises. Some studies have applied these concepts as a dichotomy issue; the novelty is on presenting both theories simultaneously and their impact on the decision-making process of exporting companies. We advance the theoretical conceptualization of international marketing management of SMEs and present new connections with previous concepts that either originated in the rational decision of neoclassical microeconomics or relies on cognitive science. Empirically we developed a quantitative research, using the survey method, whit 110 micro and small companies. The results pointed out a significant effect of causation on product adaptation and of effectuation on product adaptation, communication and price. Causation was posotively associated whit export performance. They also indicated, in the sample surveyed, the importance of maintaining planned, controlled and result-oriented decisions, as well as having flexibility and experimentation to enhance export results. Its applicability is revealed by indicating practices that improve the internationalization of SMEs. / Este estudo avalia como causation e effectuation influenciam o desenvolvimento das estratégias de marketing de exportação e o desempenho de exportação de micro e pequenas empresas. Alguns estudos utilizaram esses conceitos de maneira dicotômica; esta tese inova ao mostrar os impactos simultâneos das duas teorias no processo decisório de empresas exportadoras. Avança na conceituação teórica no campo da gestão de marketing internacional de MPEs e apresenta novas conexões com outras teorias, com origem na decisão racional da microeconomia neoclássica e que se apoia na ciência cognitiva. Na parte empírica, foi desenvolvida uma pesquisa quantitativa, com o método survey, com 110 micro e pequenas empresas. Os resultados apontam maiores efeitos de causation na adaptação de produto e de effectuation na adaptação de produto, comunicação e preço. Causation apresentou associação positiva com o desempenho de exportação. Indicaram também, na amostra pesquisada, a importância de manter decisões planejadas, controladas e voltadas ao resultado, assim como, ter flexibilidade e experimentar para potencializar os resultados de exportação. Sua aplicabilidade revela-se ao indicar práticas que aprimorem a internacionalização de MPEs.

Submitted by Mariana Dornelles Vargas (marianadv) on 2015-03-17T14:32:22Z No. of bitstreams: 1 desempenho_internacional.pdf: 1404671 bytes, checksum: 81f814eab108908e8c54a32cb030ce6d (MD5) / Made available in DSpace on 2015-03-17T14:32:22Z (GMT). No. of bitstreams: 1 desempenho_internacional.pdf: 1404671 bytes, checksum: 81f814eab108908e8c54a32cb030ce6d (MD5) Previous issue date: 2011 / Nenhuma / O desempenho internacional vem sendo bastante pesquisado no meio acadêmico nas últimas décadas, a partir do estudo realizado por Tookey, na década de 60. Apesar do grande volume de trabalhos publicados sobre o tema, as pesquisas sobre desempenho internacional caracterizam-se por uma falta de unicidade tanto conceitual quanto operacional. Dentre as lacunas verificadas nos estudos sobre desempenho internacional, pode-se mencionar a falta de unicidade conceitual e operacional, a concentração de estudos em países desenvolvidos, a pouca incidência de trabalhos com approach multicultural. Esta dissertação tem como objetivo mensurar desempenho internacional através de uma escala com distintas perspectivas. Para tanto, na pesquisa investigam-se os temas desempenho, desempenho internacional, dimensões de desempenho, indicadores e determinantes de desempenho, além de um conjunto de escalas de mensuração desenvolvidas previamente. A partir da análise destas escalas, tendo como base as possibilidades de desenvolvimento de contribuições quanto as lacunas apresentadas pelo tema, a escala EXPERF (ZOU et al., 1998) é selecionada. São então desenvolvidas alternativas sobre novos indicadores e determinantes para minimizar as incongruências citadas pela literatura. Como resultado deste desenvolvimento é então proposto e testado um modelo conceitual através de Modelagem de Equações Estruturais com o auxilio do SPSS. Por meio de pesquisa exploratório-descritiva, realizou-se um levantamento com 178 empresas exportadoras brasileiras do setor calçadista. Como resultados gerais, o modelo proposto apresentou duas novas dimensões de mensuração de desempenho internacional, a dimensão relacional e a dimensão de marketing. Além disso, novos indicadores foram agregados as dimensões originais da escala EXPERF. Estas duas novas dimensões, agregadas as dimensões da escala EXPERF com novos indicadores, apresentaram validação estatística quando da aplicação do modelo proposto. Foi possível também verificar que o determinante interação, de acordo com proposição feita por Cadogan ET AL. (2005), assim como o comprometimento exportador e os modos de entrada no mercado externo, influenciam positivamente no desempenho internacional das empresas / Export performance has being deeply studied on last decades, starting with Tookey´s research in the sixties. Even with a huge number of researches published about export performance there is a lack conceptual and operational consensus over the studies. Most of discrepancies mentioned over recent studies are enlightening questions about absence of operational and conceptual agreements, concentration of studies in well developed countries, small frequency of studies in emerging economies and no incidence of studies with a multicultural approach. This study has as main goal measure export performance through a scale that allows new perspectives about this matter. So, considering this Idea, concepts of performance, export performance, export performance constructs, determinants and indicators of export performance are presented. Also, a group of scales published and used during last few years are presented and analyzed. Based on previous analyze, the EXPERF scale is selected to as a base to further developments in order to minimize some of discrepancies previously mentioned. As results of this study is proposed and tested a new scale to measure export performance scale. The scale was tested statistically through SPSS and AMOS software. A survey was applied in 178 export Brazilian shoe factories. So, the main results to be considered for this study are increase of two new constructs to measure export performance named relational performance and marketing performance. Also, new indicators were added into original constructs of EXPERF scale. Both proposals presented statistic validation when the scale was tested. It was possible also validate inter-functional interaction as a export performance determinant, as well as export commitment and entry mode strategies

Submitted by Silvana Teresinha Dornelles Studzinski (sstudzinski) on 2015-07-06T12:45:06Z No. of bitstreams: 1 Manuela Gomes de Lima.pdf: 883281 bytes, checksum: 4b78d080e8a45e184d5ff754cbf2c0a8 (MD5) / Made available in DSpace on 2015-07-06T12:45:06Z (GMT). No. of bitstreams: 1 Manuela Gomes de Lima.pdf: 883281 bytes, checksum: 4b78d080e8a45e184d5ff754cbf2c0a8 (MD5) Previous issue date: 2013 / Nenhuma / O objetivo principal deste trabalho foi avaliar, com base na literatura recente sobre competitividade internacional, o desempenho exportador de China, Estados Unidos, Alemanha, Rússia, Coreia do Sul, Japão e Brasil entre 2000 e 2011. Por meio da aplicação do modelo de Constant-Market-Share foi possível quantificar a participação da composição da pauta, da distribuição dos mercados de destino e da competitividade na variação das exportações desses países. Verificou-se que o crescimento da demanda internacional favoreceu as economias exportadoras de bens intensivos em recursos naturais e que os países que priorizaram mercados mais dinâmicos (principalmente a Ásia) tiveram resultado positivo no fator mercado. Os resultados para o efeito competitividade foram menos precisos, pois seus fatores determinantes têm impacto variável conforme o padrão de especialização de cada economia. / The main objective of this study was to evaluate the export performance of China, United States, Germany, Russia, South Korea, Japan, and Brazil between 2000 and 2011, based on the recent literature on international competitiveness. By applying the Constant-Market-Share model, it was possible to quantify the contribution of the product composition, market distribution and competitiveness on countries’ exports growth. It was found that growing international demand favored the commodity exporters and also countries that have prioritized the most dynamic markets (especially Asia). The results for the competitiveness effect were less accurate because its determinant factors’ impact varies according to the specialization pattern of each economy.

[pt] O aumento das exportações é, atualmente, um dos principais desafios macroeconômicos do país. Do ponto de vista empresarial, entrar no mercado internacional é fundamental para aumentar a competitividade, obter economia de escala e diminuir a dependência do mercado doméstico. A análise da estrutura das exportações brasileiras mostra que as oportunidades de crescimento da base de empresas exportadoras e do aumento do valor exportado por empresa estão concentradas nas micro, pequenas e médias empresas. No entanto, são poucas as empresas brasileiras desse porte que conseguem se consolidar no mercado internacional. Diante desse cenário, tornar-se relevante analisar as empresas desse porte, que já exportam e que conseguiram se consolidar no mercado internacional, para identificar quais fatores determinam o sucesso no mercado internacional. Para isso, uma pesquisa quantitativa foi realizada com 102 empresas exportadoras brasileiras, que foram segmentadas em dois grupos de acordo com a performance exportadora. O resultado da análise dos dados aponta quatro fatores estatisticamente predominantes no grupo de empresas com melhor performance exportadora. O primeiro deles é a experiência (tempo de atuação) no mercado internacional; o segundo é a existência de uma departamento exclusivo para atividade exportadora dentro da empresa; o terceiro é a utilização de programas de financiamento para exportação como o ACC (Adiantamento de Contrato de Câmbio) e, finalmente, o quarto fator é perceber a qualidade do produto como seu diferencial competitivo. / [en] The Brazilian export growth is one of the most macroeconomics challenges of the government. In terms of companies, to do business abroad is essential to increase competitiveness, gain economic scale and reduce national domestic dependence. Analysis of Brazilian export companies show that the opportunities to raise the number of Brazilian export companies and the value export per company is among small and medium companies. However, there are few Brazilian companies of this size that export and that are well established in international marketing. Therefore, it is relevant to analyze a sample of this few companies in order to identify the factors that determined their success in international marketing. For that reason, this dissertation includes a survey with 102 Brazilian small and medium export companies. These companies were segmented in two groups according to their export performance. The data analyze points out four factors that predominated in the group of better export performance. The first one is the experience (time) in international marketing, the second one is the existence of a department in the company focus on international trade; the third one is the utilization of export finance programs and, finally, the fourth is the perception of product quality as a competitive advantage.

L’objectif de cette recherche est d’analyser l’influence des pratiques managériales des dirigeants sur la performance à l’export des PME marocaines et de vérifier le rôle médiateur de la compétitivité, en se basant sur la théorie des ressources (RBV). L’approche quantitative est principalement utilisée dans cette recherche. Les analyses de régressions linéaires multiples utilisées sur un échantillon de 100 PME marocaines pour confirmer ou infirmer treize hypothèses de recherche, révèlent que seules certaines pratiques managériales sont stratégiques et conditionnent la performance à l’export, en développant des avantages compétitifs durables. L’étude a des implications utiles pour la recherche académique, les dirigeants et les politiques publiques, fournissant des lignes directrices et des repères utiles pour une performance supérieure à l’export. L’étude peut également être proposée dans l’enseignement supérieur afin d’informer le corps enseignant et les étudiants sur le contexte des PME. Cette recherche fait partie de l’une des rares études ayant mis en évidence le rôle médiateur de la compétitivité dans le contexte des pays en développement, en particulier dans les régions du Maghreb, où on note de rares références bibliographiques dans ce domaine.Des mesures aussi bien objectives que subjectives ont été utilisées pour mesurer la performance à l’export. Un certain nombre de limites doivent par ailleurs être prises en considération dans l’évaluation des résultats et leurs implications. Les contributions ne peuvent être généralisées que si les idées supplémentaires proposées résistent à l’épreuve du temps et de l’expérience. Une limite fondamentale est que les données analysées sont transversales plutôt que longitudinales. Le cadre développé dans cette recherche peut servir de point de départ à des recherches ultérieures. Celles-ci pourraient être enrichies en explorant les divers paramètres que nous n’avons pas envisagés tels quel la culture et le cycle de vie des produits et des entreprises. Il va de soi que ces facteurs pourraient revêtir une grande importance. / The purpose of this research is to analyze the impact of the managerial practices of managers on the export performance of Moroccan SMEs and to examine the mediating role of the competitiveness, based on the resource-based view (RBV) of a firmThe quantitative approach is particularly used in this study. The survey was conducted of 100 Moroccan SMEs. The multiple linear regressions employed to confirm or reject the hypotheses revealed that only certain managerial practices are strategic and can affect export performance by developing sustainable competitive advantage. The study has useful managerial implications for academics, practitioners and public policy makers, providing guidelines and interesting recommendations for a better export performance. The study can also be used in teaching. This is one of the few studies which highlighted the mediating role of the competitiveness in the context of a developing country, particularly in Maghreb regions, where the studies on this subject are rare.Both objective and subjective measures were used to measure export performance. However, the results presented in this work should be interpreted with caution, since the results have a number of limitations that should be taken into account when evaluating and generalizing their conclusions. Indeed, it is recommended that longitudinal and replication studies be undertaken, in order to ascertain the effect of the managerial practices on the export performance at different time and spatial frames. Future research should also include other important factors not analyzed in this study.

無 / Attracted by the promise of greater market exposure and increase revenues, some firms have adopted B2B electronic market to expand international markets. However, do firms reap export performance benefits of increased extent of B2B electronic market? Besides, what accounts for different export performance, in other word, under what conditions, the extent of exporters’ B2B electronic market adoption will have positive effects on export performance? Drawing from resource based view; this study develops a conceptual framework which links the relationship between the extent of exporters’ B2B electronic market adoption and export performance. And then, analyzing the data collected from in-depth interview with managers in China, the study propose several propositions in the linkages between the adoption of B2B electronic market, market orientation, export commitment and export performance. The results concluded in the following statement. Firstly, the greater extent of usage of B2B electronic market, the better the exporters’ export performance. Furthermore, both market orientation and export commitment moderate the relationships between the extent of exporters’ B2B electronic market and export performance. Overall, we found that the greater the firm’s market orientation, the greater is the influence of B2B electronic market on export performance. Additionally, the greater the firm’s export commitment, the greater is the influence of B2B electronic market on export performance.