Export Market Orientation: A Comprehensive Literature Review

This book provides an accessible and detailed introduction to the research field of export market orientation, integrating international business theory, internationalization theory, and market orientation theory. It covers topics such as market orientation theories and practices, empirical studies, methodologies, and emerging themes, making it a valuable resource for readers seeking an in-depth understanding of this area.

Format: Paperback / softback
Length: 84 pages
Publication date: 17 January 2023
Publisher: Springer Verlag, Singapore

This comprehensive book seamlessly integrates the fundamental principles of international business theory, internationalization theory, and market orientation theory, offering a thorough and accessible introduction to the diverse range of research fields within this domain. It serves as a valuable resource for readers seeking to gain a detailed understanding of market orientation, particularly in the context of export settings. The book delves into various topics related to export market orientation, market orientation theories and practices, and provides a comprehensive explanation of numerous developed empirical studies conducted in this field.

A detailed exploration of each research trend is presented, encompassing different types of existing frameworks such as direct, indirect (moderated or mediated), U-shaped, and inverted U-shaped. The book categorizes existing research based on emerging themes, highlighting under-researched areas that warrant further exploration in the future.

This book is particularly recommended to readers who are eager to delve into an in-depth understanding of export market orientation within the realm of international business. Its comprehensive coverage, insightful analysis, and practical insights make it a valuable asset for scholars, researchers, and professionals alike.

Weight: 168g
Dimension: 235 x 155 (mm)
ISBN-13: 9789811988066
Edition number: 1st ed. 2023