INFLUENCE OF MARKET ORIENTATION AND CROSS-FUNCTIONAL COLLABORATION ON EXPORT PRODUCT ADAPTATION STRATEGY AND EXPORT MARKETING PERFORMANCE

Abstract

The study of Export Marketing Performance becomes very important after the export trade world was affected by the Covid-19 pandemic in 2020 and 2021. Meanwhile, high global inflation resulted in the weakening of global people's purchasing power in the export market. Besides that, research that examines Market Orientation (MO), Cross Functional Collaboration (CrossF) in the forestry industry which is full of international restrictions related to environmental issues needs to be studied more deeply. In the design of the research model that was built, this study aims to examine the effect of Market Orientation (MO) and Cross Functional Collaboration (CrossF) on the Export Product Adaptation Strategy (ProdAdapt), as well as their effect on Export Marketing Performance (ExPerf). In addition, this study also examines the direct effect of the Export Product Adaptation Strategy (ProdAdapt) on Export Marketing Performance. In this case, the Market Orientation (MO) construct is operationalized with two variables, namely Customer Orientation (CusO) and Competitor Orientation (ComO). This study was conducted on 40 woods and rattan furniture exporting companies spread across three provinces in Indonesia, namely East Java, Central Kalimantan and South Kalimantan. Statistical analysis was performed using PLS (Partial Least Squares). The results of the study show that both Orientation and Competitor Orientation have no significant effect on Export Product Adaptation Strategy, and both have no significant effect on Export Marketing Performance. On the other hand, Cross-Functional Collaboration has a significant effect on Export Product Adaptation Strategy, but has no significant effect on Export Marketing Performance, while the Export Product Adaptation Strategy is known to have a significant effect on Export Marketing Performance. Thus, it is also known that the Export Product Adaptation Strategy is a mediating variable between Cross-Functional Collaboration and Export Marketing Performance