Export Market Orientation
As stated by Cadogan, Diamantopoulos, and Siguaw, research on the subject of a firm’s market orientation in its export operations is still in an early stage of development. Their definition of market orientation in export markets is as follows:7
1. the generation of market intelligence pertinent to the firm’s exporting operations;
2. the dissemination of this information to appropriate decision makers;
3. the design and implementation of responses directed toward export customers, export competitors, and other extraneous export market factor which affect the firm and its ability to provide superior value for export customers.8
Cadogan and Diamantopoulos in an earlier qualitative study explored the meaning of market ...