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Exploring Market Orientation in New Export Ventures: A case analysis of Irish Seafood firms

Evers, Natasha
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Identifiers
http://hdl.handle.net/10379/2488
 https://doi.org/10.13025/21930
Publication Date
2010-01
Keywords
Market orientation, International new ventures, International entrepreneurship, Low technology ventures, Exporting, Centre for Innovation and Structural Change (CISC)
Type
Working Paper
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Citation
Evers, N. (2010) "Exploring Market Orientation in New Export Ventures: A case analysis of Irish Seafood firms", CISC Working Paper No. 32.
Abstract
This paper is exploratory and offers insights into the way in which market orientation (MO) is manifested in small entrepreneurial exporters operating in the global seafood sector. Market orientation is used (Kohli and Jaworski, 1990) for conceptual guidance and rigorously applied to two cases of highly internationalised small seafood exporters - an understudied context in both international marketing and international entrepreneurship literatures. The studied case firms are found to be highly market-orientated from start-up demonstrated by their founders' proactiveness and action-orientated behaviour to bring about successful implementation of market-orientated activities. MO for the case firms has been determined by their level of entrepreneurial orientation and the dynamic capability of the founder to mobilise and drive MO activities for export performance in seafood firms. The firm's MO process also extends outside the firm through using network partners to assist in pursuing MO strategies.
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Publisher
CISC
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Attribution-NonCommercial-NoDerivs 3.0 Ireland
cbn
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The Whitaker Institute for Innovation and Societal Change (Working Papers)