Association of Marketing Theory and Practice Proceedings 2010
 

Authors

Ed Bruning

Document Type

Conference Proceeding

Conference Track

Supply Chain Management/ International Marketing/ Business to Business Marketing

Publication Date

2010

Abstract

This study examines the moderating effect of foreign market expansion orientation on the market orientation-performance relationship. It is argued the traditional notion of market orientation overlooks a number of realities that occur in foreign markets that lead to effects on market orientation. A sample of Canadian businesses is analyzed using moderator regression analysis. The findings support the contention that foreign market expansion orientation moderates the relationship as expected.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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Marketing Commons

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