Export Market Orientation: An Integrative Review of the Empirical Research
(A2019-6152)

AUTHORS

İlayda İpek, Dokuz Eylül University; Nilay Bıçakcıoğlu, Dokuz Eylül University / Faculty of Business

KEYWORDS

Export market orientation; Literature review; Content analysis

ABSTRACT

In recent years, there has been a growing inclination toward understanding the export market orientation concept, which reflects a wealth of research in the extant literature. In this sense, this study endeavors to examine the pertinent empirical research concentrating on export market orientation, via conducting a systematic and comprehensive review in terms of empirical issues. Within the scope of this review, 81 export market orientation-related articles published between 1998 and 2008 were content analysed. The results of the review reveal that despite the important progress in the knowledge of export market orientation, a particular attention should be devoted to certain empirical areas in an effort to make this stream of research to move toward maturity.