Antecedents of the Components of Export Market Orientation: A Study of U.S. Exporters

Abstract

Although prior research efforts on market orientation have contributed greatly to our understanding of the development of this construct and its consequences, these studies have typically limited the realm of their investigations to the domestic arena; thus, the impact of different, or more potent, environmental forces of concern to international marketers have been largely ignored. The purpose of this study is to investigate the market orientation of firms who choose to operate across geographical borders (i.e., exporters) to understand if and how factors unique to the international environment may influence the adoption of market-oriented behaviors.