Entrepreneurial implications of export market orientation: Unveiling proactive and responsive market orientation's differential role in exporting firms

This study delves into the critical role of export market orientation (EMO) in business-to-business (B2B) industrial marketing, with a particular focus on B2B exporting firms. While previous research emphasizes the positive impact of EMO on firm performance, this research examines its entrepreneurial implications, highlighting the overlooked dimensions of opportunity recognition and exploitation in an international business context. By differentiating between proactive and responsive EMOs, this study elucidates how each dimension uniquely contributes to opportunity recognition and exploitation. Although moderating effects of environmental dynamism were hypothesized, no significant moderation was found. Importantly, only opportunity exploitation translates into international performance, whereas opportunity recognition does not- thereby refining current understandings of EMO's role in international entrepreneurship. • We study how proactive and responsive EMO shape opportunity recognition and exploitation in exporting firms. • Proactive EMO enhances opportunity recognition, while responsive EMO drives opportunity exploitation. • Opportunity exploitation improves international performance, while opportunity recognition alone has no direct impact. • Environmental dynamism does not moderate EMO–opportunity links, suggesting EMO is a stable capability in turbulent markets.