MARKET ORIENTATION OF BORN GLOBALS FIRMS: A QUALITATIVE EXAMINATION

Year 2012, Volume: 4 Issue: 2, 141 - 150, 01.12.2012

Rosalina Torres Ortega Josep Rialp Criado

Abstract

The impact of the market orientation on performance has been addressed widely by the academic literature; however, the connection between the market orientation concept and born-global firms’ performance has not been considered yet. In order to explore how market orientation of born-global firms impacts on their performance, we have to verify the most suitable tool for measuring bornglobals' market orientation: are the traditional scales considered by the specific literature (MKTOR and MARKOR) equally valid? If they are not, which would be the proper modification? Through a qualitative research we suggest a modification of the traditional scales for measuring market orientation in firms that internationalize rapidly from inception

Keywords

Market orientation, born globals firms, small and medium enterprises

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