Exploring market orientation in new export ventures Online publication date: Tue, 30-Sep-2014
by Natasha Evers
International Journal of Entrepreneurship and Innovation Management (IJEIM), Vol. 13, No. 3/4, 2011
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.
Online publication date: Tue, 30-Sep-2014
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