Abstract
In this paper, a model of the key determinants of firms' market-oriented activities in their export operations was developed and tested on survey data from New Zealand and Finland. The variables examined did a good job in predicting firms' export market-oriented behavior ( R 2=77%). The results suggest that several factors, which are unique to firms' export operations, may play an important role in influencing the firms' export market-oriented behavior. The findings also identified variables which have non-linear relationships with firms' market-oriented behavior in their export markets. Finally, some of the identified antecedents' importance varied across New Zealand and Finland.
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