Research on the Role of Export Market Orientation and Innovation Orientation in New Product Performance of Chinese SMEs

This paper examines the role of export market orientation and innovation orientation in product innovation performance of Chinese SMEs as well as potential moderating role of innovation orientation and environmental variables in the market orientation-new product performance link. The research results show that for SMEs, (1) both export market orientation and innovation orientation have significant positive impact upon new product success in export market; (2) innovation orientation and technological turbulence have a moderating effect on market orientation-new product performance link; (3) market turbulence and competitive intensity have no moderating effects.