What is it about?
It delves into the critical role of export market orientation (EMO) in business-to-business (B2B) industrial marketing, with a particular focus on B2B exporting firms.
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Why is it important?
While previous research emphasizes the positive impact of export market orientation (EMO) on firm performance, this research examines its entrepreneurial implications, highlighting the overlooked dimensions of opportunity recognition and exploitation in an international business context.
Perspectives
It is important for managers to understand that proactive and responsive dimensions of export market orientation (EMO) serve different purposes when identifying and acting on opportunities. While responsive EMO helps firms take advantage of existing market demands, proactive EMO plays a critical role in spotting emerging opportunities before competitors.
Dr Emmanuel Kusi Appiah
University of Vaasa
Read the Original
This page is a summary of: Entrepreneurial implications of export market orientation: Unveiling proactive and responsive market orientation's differential role in exporting firms, Industrial Marketing Management, November 2025, Elsevier,
DOI: 10.1016/j.indmarman.2025.10.004.
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