The role of market and learning orientations in relationship quality: Evidence from Vietnamese exporters and their foreign importers

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International Marketing Research: Opportunities and Challenges in the 21st Century, 2007, 1, 17 pp. 107 - 128
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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.
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