Export market orientation: An integrative review and directions for future research
Abstract
• The review study demonstrates an increasing attention towards investigating market orientation in the export context. • The content analysis highlights the theoretical perspectives and distinctive research streams used in the EMO studies. • Important research gaps were identified, which are expected to contribute to the understanding of the EMO phenomenon. A firm’s export market orientation has long been interest of several scholars and has...
Paper Details
Title
Export market orientation: An integrative review and directions for future research
Published Date
Aug 1, 2020
Volume
29
Issue
4
Pages
101659 - 101659
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