Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2020 Regional Conference

Responsive and proactive market orientation and SMEs’ export venture performance: The mediating role of marketing capabilities

Published: September 16, 2020


Mateja Bodlaj, University of Ljubljana, School of Economics and Business; Barbara Čater, University of Ljubljana, School of Economics and Business


market orientation; marketing capabilities; export venture performance


This study aims to improve our understanding of how export market orientation and marketing capabilities relate to export venture performance. Results are reported on a sample of 342 Slovenian exporting SMEs. Findings show that responsive and proactive market orientation have different effects on pricing and product development capabilities, which in turn are both positively related to differentiation advantage. Differentiation advantage mediates the effect of both product development and pricing capabilities on export venture performance. These findings may help exporting SMEs to decide how to allocate their limited resources into the improvements of export market orientation, product development and pricing capabilities