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Management orientation and export performance: the case of Norwegian ICT companies

机译：管理导向和出口绩效：挪威ICT公司

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Purpose – The purpose of this paper is to contrast three management orientations relevant for exporters: export, technology and customer orientations. The general hypothesis is that all orientations covariate positively with export performance. However, an alternative hypothesis regarding customer relations is propounded (negative impact on performance). Design/methodology/approach – Regression-based techniques are used. Findings – The results support the hypotheses that export performance increases with export commitment. Technology orientation correlates positively with export performance. On the other hand, the much venerated customer orientation shows negative correlation with export performance. Originality/value – This paper argues that customer orientation may turn into what might be called customer obsession, without due attention to cost consequences and strategic orientation. Also, too much customer orientation may lead the firm away from its ability to innovate, leaving the company behind its competitors in the longer term. The interaction between customer and technology orientation gave no effect.
机译：目的–本文的目的是对比与出口商相关的三个管理方向：出口，技术和客户方向。一般假设是，所有方向都与出口绩效呈正相关。但是，提出了关于客户关系的另一种假设（对绩效的负面影响）。设计/方法/方法–使用基于回归的技术。结果–结果支持以下假设：出口业绩随出口承诺而增加。技术导向与出口绩效呈正相关。另一方面，非常受尊敬的客户导向显示出与出口绩效负相关。独创性/价值–本文认为，以客户为导向可能会变成所谓的客户痴迷，而无需适当关注成本后果和战略导向。同样，过多的客户导向可能会使公司失去创新能力，从长远来看会使公司落后于竞争对手。客户与技术导向之间的互动没有效果。

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