engleski

The export market orientation : export performance relationship in emerging markets: the case of croatian sme exporters

The subject of Export Market Orientation (EMO) and its link to export performance has gained significant interest among international marketing academia lately. The findings of this study suggest that the EMO concept can be applied in the SME context – an issue that was neglected in earlier research efforts. Further, EMO activities significantly influence the EP of SMEs in the context of Croatian SME exporters. The SMEs operating in foreign markets should embrace EMO activities (intelligence generation, dissemination and responsiveness) as the drivers of a successful internationalisation process.

EMO; export market orientation; SMEs; small and medium-sized enterprises; exporting; export performance; PLS; partial least squares; Croatia

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