The antecedents and outcomes of export market orientation: A bibliometric analysis

Abstract

Export market orientation has always been a central issue in the study of international business and marketing. Therefore, it is essential to put effort into understanding the concept and its application in real-life business. Following in-depth studies and critical review papers in previous years, this research paper focuses on synthesizing and analyzing empirical studies in the period from 2015 to 2021, revolving around theoretical issues, context, the main features of the object, and the methodology. Within a predetermined time frame, twenty critical papers on export market orientation were selected and analyzed. The result reveals in detail that there are sixteen antecedents and five outcomes of export market orientation, as well as a total of eight moderators and seven mediators influencing their relationships. Findings have indicated that in recent years, models and theories of earlier eras have been developed and many of them have reached maturity.