Internationalizing the market orientation construct: an in-depth interview approach

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Abstract
While the market orientation construct has received considerable attention in the recent literature, no systematic research has examined the nature of market orientation as applied to an export setting. Based on in-depth interviews with British exporters, this exploratory study offers insights into how a market orientation is manifested in such a setting and investigates possible factors influencing firms’ ability to implement a market orientation in their export operations. The results reveal that there are different patterns of export market orientation, determined largely by organizational and environmental influences.