Export market orientation: An integrative review and directions for future research

İlayda İpek and Nilay Bıçakcıoğlu-Peynirci

International Business Review, 2020, vol. 29, issue 4

Abstract: A firm’s export market orientation has long been interest of several scholars and has received theoretical and empirical research attention in the international business literature. In response, this study endeavors to critically investigate and synthesize the empirical body of research on the export market orientation phenomenon in relation to theoretical issues, context, characteristics - consisting of conceptual approaches and direct and indirect interrelationships among the constructs of interest -, and methodology. Within the scope of this systematic and comprehensive review, 80 studies on export market orientation published between 1998 and 2018 were subjected to a content-analysis. The findings delineate that in spite of the significant progress in the knowledge of export market orientation, particular concerns should be addressed to make the export market orientation literature move toward maturity.

Keywords: Export market orientation; Literature review; Content analysis (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (6)

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DOI: 10.1016/j.ibusrev.2019.101659

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