THE ANTECEDENTS OF EXPORT MARKET ORIENTATION: AN EXPLORATORY STUDY OF TURKISH MANUFACTURING FIRMS

Abstract

The purpose of this research is to investigate the factors influencing the behavior of Turkish manufacturing firms towards export market orientation. In this regard, semi-structured interviews were conducted with 18 export sales managers and the obtained data were analyzed using qualitative content analysis. According to the findings of the analysis, the factors that may influence firms' export market orientation practices are classified under seven themes which include organizational structure, firm characteristics, firm capabilities, export sales manager characteristics, top management characteristics, inter-firm factors, and environmental factors. The study provides important conclusions regarding which firm capabilities should be developed to increase the level of market orientation in export activities, and which characteristics and competencies of export managers and top-level executives should be emphasized. Additionally, it highlights the importance of developing trust-based cooperative relations with importers to obtain export market knowledge and provide effective responses.