Turkish Manufacturing Firms’ Export Market Orientation, Marketing Capabilities, and Export Performance: An Abstract

Abstract

In an export marketing environment that has become more complicated, dynamic, and multidimensional, achieving success can be quite challenging. In the literature, export marketing orientation (EMO) has been consistently considered as one of the key predictors for export success (e.g., Murray et al. 2011; Wheeler et al. 2008). EMO provides firms with the capability to explore emerging opportunities and exploit existing product market competences to enhance export performance (Kuivalainen et al. 2007; Sundqvist et al. 2012). Likewise, marketing capabilities (MC) generate information that is hard for competitors to copy and that is secretly held (Murray et al. 2011). MC are unique because they combine the employees’ knowledge and skills with their past experiences in new product development, sales, and distribution activities.