Title: Exploring market orientation in new export ventures

Authors: Natasha Evers

Addresses: Department of Marketing, Room 333, J.E. Cairnes School of Business and Economics, National University of Ireland, Galway, Newcastle Rd., Galway, Ireland

Abstract: This paper offers exploratory insights into the way in which market orientation (MO) is manifested in small entrepreneurial exporting firms. The construct of market orientation is employed for conceptual guidance and applied to two cases of highly internationalised small seafood exporters – an understudied context in both international marketing and international entrepreneurship literatures. Entrepreneurial orientation and the dynamic capability of the entrepreneurs emerge as key determinants for successful mobilisation and implementation of export market-orientated activities in the case firms. External relationships are also actively leveraged by the entrepreneurs to bring about effective execution of their MO processes for export performance.

Keywords: market orientation; exporting; entrepreneurial orientation; low technology; Ireland; international ventures; new business ventures; seafood exporters; food industry; dynamic capabilities; export markets; external relationships; export performance; international entrepreneurship; innovation management; internationalisation; international strategies; small and medium-sized enterprises; SMEs.

DOI: 10.1504/IJEIM.2011.039827

International Journal of Entrepreneurship and Innovation Management, 2011 Vol.13 No.3/4, pp.357 - 376

Published online: 30 Sep 2014 *

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