Explorative study of proactive and responsive export market orientation: An in-depth interview

• Main Authors: Abd Razak, Ili Salsabila, Abdul Talib, Asmat Nizam
• Format: Conference or Workshop Item
• Language: English
• Published: 2009
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/3665/1/As.pdf; http://repo.uum.edu.my/3665/; http://www.duplication.net.au/ANZMAC09/ANZMAC%202009%20Handbook%20CD.pdf

This paper explores the existence of proactive and responsive export market orientation in the fieldwork through a series of semi-structured interview conducted among five Malaysian exporting managers involving 15 export ventures. While this is done to obtain a ground case to rationalize further investigation over the dual dimensions in the export market orientation, findings have also contributed to not only enough support for a proper research on the issue to be conducted, but also pave the way to many possible researches of the field. The newly explored area therefore is believed will in many ways advance new perspective on the development of market orientation theory and practice.