Strategic orientation and export success: an empirical study
Van R. Wood
(School of Business, Department of Marketing, Virginia Commonwealth University, Richmond, Virginia, USA)
Kim R. Robertson
(Department of Business Administration, Trinity University, San Antonio, Texas, USA)
1929
Abstract
Reviews and synthesizes the literature addressing the concept of strategic orientation and examines the relationship between strategic orientation and export success. Uses survey data from experienced export managers to test the relationship between proactive and reactive strategic orientations and success in exporting empirically. Key dimensions of a proactive strategic orientation are found to be significantly correlated with export success.
Keywords
Citation
Wood, V.R. and Robertson, K.R. (1997), "Strategic orientation and export success: an empirical study", International Marketing Review, Vol. 14 No. 6, pp. 424-444. https://doi.org/10.1108/02651339710192975
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited