Key antecedents to export market orientation

Abstract

Consistent with research in the purely domestic context, recent empirical evidence provides support for the notion that companies adopting a market orientation in their export markets enjoy greater export success. The objective of this study was to identify those factors which may foster, or bring about, an export market orientation. In order to achieve this objective a literature-based framework of the construct's antecedents was developed. It was hypothesised that external factors (the export market environment), as well as elements of the company's internal environment (e.g., aspects of export structure, export systems, individual, business specific and leadership issues) were important determinants of a company's export market orientation. A quantitative analysis was conducted to test the hypothesises. A mail questionnaire was developed, with all measures being drawn from the existing literature. A total of 292 New Zealand exporters responded and the hypotheses were tested using multiple regression analysis. As a result of the above process, support was found for a number of proposed antecedents to export market orientation. The theoretical and practical implications of the results are discussed. Finally, several strengths and weaknesses to the study are highlighted and opportunities for future research are identified.