Purpose: In spite of the considerable research interests particularly devoted to meta-analyze the empirical findings on market orientation in the domestic context, much little attention has been assigned to the role of market orientation in the field of exporting. Owing to the fast progress in...

Purpose: Anchored mainly on the institutional theory and resource-based view, this study endeavors to investigate the interplay between home country institutional environment (economic, regulatory and socio-cultural environment), export market orientation and export performance. Besides, this...

Purpose: Given the fact that emerging economies have idiosyncratic characteristics, international marketing strategies of emerging-market exporting firms have been firmly acknowledged to be rather peculiar compared to exporting firms based in developed countries. In this sense, it is therefore...