The Role Of Strategic Orientation In Export Performance Of China Automobile Industry

Abstract

During the last four years, the China automobile industry experienced a 49% drop in sales in the domestic and international markets. Company owners and the Government of China are exploring factors which could help them overcome the issues relating to sale, reputation, and brand image. Nonetheless, the investigation of company export performance factors in the automobile sector of China has largely been ignored. However, authors of this chapter conducted a literature review on factors of firm export performance. Therefore, the conceptual framework has found the factors of firm export performance such as total quality management (TQM), entrepreneurial orientation (EO), export market orientation (EMO), and brand orientation (BO) based on resource-based theory. This research believes that the proposed factors can increase the firm export performance of China automobile industry. The future studies should validate the proposed research framework empirically in the context of the Chinese automobile industry.