Study On The Influence Of Market Orientation, Innovatiort On International Entrepreneurial Performance

Since the world economic internationalization and integration, the trend ofinternationalization of entrepreneurial activity is also growing, international businessgradually caused extensive concern of the academia. However, they in the face oftheir own resources at the same time, also ready to deal with the external competitionand volatile market environment, often face survival plight. Market orientation as theguide, through market-oriented startup deepen the innovation idea, expand the scopeof innovation, thus affecting international business results. So in this paper, we studythe market orientation, the relationship between the innovation and entrepreneurialperformance.Firstly, the paper makes a review of related theories: On the basis of thediscussion on the influence of market orientation（divided into customer orientationand competitor orientation and the collaboration between departments threedimensions） and Innovation （divided into developmental and exploratoryinnovation two dimensions） international entrepreneurial performance（from twodimensions of financial performance and non-financial performance）, we furtheranalyze the role of Innovation in the process of the influence of the marketorientation on international entrepreneurial performance and put forward3hypothesesof market orientation and Innovation on the international entrepreneurialperformance, then establish the theoretical research model.Secondly, we sort out the questionnaire data and Validity and reliability analysis,analysis of multicollinearity correlation analysis and regression analysis withSPSS17.0to verify the hypotheses and research model proposed. The results showMarket orientation of customer orientation and competitor oriented that havesignificant positive effects on both financial and non-financial performance of theinternational entrepreneurship. Market orientation of the collaboration betweengovernment departments related to international business financial performance is notpassed, but the international entrepreneurship non-financial performance showedpositive correlation, the other two dimensions of customer orientation and competitororiented to international financial performance and non-financial performance arepositively related to entrepreneurship; The two dimensions of developmentalinnovation and exploratory innovation of international financial performance andnon-financial performance are related.Besides, the hypothesis of the intermediary role ofInnovation between market orientation and international entrepreneurial performance passed the validation which shows that the The essence of market orientation itself includes some new,heterogeneity of activities to respond to market change, its behavior itself can be regarded as akind of innovation, dynamic changes of market orientation will influence on enterpriseinnovation, innovation ability and then work on the international entrepreneurial performance.Finally, according to the conclusion of this paper, according to our country’sinternational business activities we put forward some suggestions and then summarizethe research problems and future research directions.