Abstract

The purpose of this study is to determine, (1) the effect of market orientation on innovation orientation (2) the effect of market orientation on innovation performance (3) the effect of innovation orientation on innovation performance (4) the effect of market orientation on export performance (5) the effect of innovation orientation on export performance and (6) the effect of innovation performance on export performance. In the study, research was conducted among companies which are members of İstanbul Apparel Exporters' Association, Uludag Exporters’ Association and Istanbul Mineral and Metals Exporters’ Association. The research model was tested with structural equation modeling by using Smart PLS. As a result of the analysis based on the data obtained from 527 businesses, it was found that (1) the effect of market orientation on innovation orientation (2) the effect of competitor orientation, which is one of the sub-dimensions of market orientation on innovation performance (3) the effect of innovation orientation on innovation performance (4) the effect of interfunctional coordination, which is one of the sub-dimensions of market orientation on export performance and (6) the effect of innovation performance on export performance have positive effects. There isn’t observed any significant effect of innovation orientation on export performance (5). In this context, taking into account these effects, marketing managers implement strategies that will improve their performance on the dimensions of market orientation and innovation orientation.