From Market Orientation to Opportunity: Unveiling Market Orientation’s Entrepreneurial Odyssey in Exporting Firms

This study delves into the critical role of market orientation (MO) in international entrepreneurship, particularly in the context of exporting. While previous research emphasizes the positive impact of MO on firm performance, this study examines its entrepreneurial implications, highlighting the overlooked dimensions of opportunity recognition and exploitation in an international business context. Focusing on the dual types of MO, proactive and responsive, and their distinct impacts, we unveil how these dimensions contribute to a firm’s performance through the influence of opportunity recognition and exploitation. Additionally, we explore the moderating influence of export assistance and environmental dynamism on these relationships, offering a comprehensive understanding of MO’s role in entrepreneurial outcomes in international markets.