Abstract
This paper extends the study of market orientation into the international arena by developing and testing hypotheses relating to the antecedents to and consequences of market-oriented activities in firms’ export operations. Export experience, export dependence and coordinating capabilities were found to be positively related to export market-oriented activities. In turn, export market-oriented activities were positively associated with aspects of export performance.
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*John W. Cadogan lectures in Marketing at Aston Business School, Birmingham, UK.
**Adamantios Diamantopoulos holds the Chair of Marketing and Business Research at Loughborough University Business School, UK.
***Judy A. Siguaw is Associate Professor of Marketing at Cornell University School of Hotel Administration.
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Cadogan, J., Diamantopoulos, A. & Siguaw, J. Export Market-oriented Activities: Their Antecedents and Performance Consequences. J Int Bus Stud 33, 615–626 (2002). https://doi.org/10.1057/palgrave.jibs.8491036
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DOI: https://doi.org/10.1057/palgrave.jibs.8491036