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How higher education institutions (HEIs) approach the recruitment of international students is an area of global interest (James-MacEachern, 2018, Ross et al., 2013), but there is limited focus on how institutions in different parts of the world approach international student recruitment as an export marketing orientation (EMO). The purpose of this paper is to examine the similarities and differences of export marketing orientation amongst three higher education institutions.

This study uses export marketing concepts to compare three universities from Canada, Hong Kong and the UK to explore how institutions use international student recruitment as export marketing in international markets.

The study finds a number of similarities and differences in how HEIs react and respond to market and global environments, and responses impact the level of EMO. It argues that institutions rely differently on export marketing in their approach international students and highlights the need to understand how various factors such as national policy and institutional strategy impacts institutional adoption of an EMO in higher education.

By comparing HEIs from different parts of the world, this paper shows differences in export marketing orientation that are shaped by national policy frameworks and organizational culture. This is the first time three institutions from Canada, Hong Kong and the UK have been compared for EMO, and this study provides new insights into the factors that contribute or hinder EMO for HEIs.

This empirical study investigates the relationship between the choice of an export market expansion strategy and the subsequent performance of exporting firms. Multiple measures of export performance were compared across three groups of firms following different export market expansion strategies: export market concentration, concentric diversification, and diversification strategies. A sample of 52 small and medium‐sized US high technology manufacturers showed significant differences among three strategic groups in export level and growth measures, but no significant differences in export profitability measures were found.

To draw together the diverse and diffuse elements of previous research into the determinants of success in export marketing by SMEs.

Groups of export marketing activities derived from the literature and preliminary qualitative fieldwork were incorporated in a questionnaire‐based survey of a purposive sample of small exporters in one region of the UK, measuring the frequency of their use against levels of export commitment, involvement, and experience.

Results contradict the traditional view that the longer a company has been exporting, the more likely it is to do well. The study provides evidence to encourage ambitious exporting SMEs to develop active and on‐going marketing and information‐gathering activities, and to dedicate specific financial and human resources to exporting.

The highly focused approach to measuring the relationships between export marketing activities and company characteristics should ideally be further extended, in the context of a wide range of studies relating other organizational, managerial and environmental variables to export success.

The findings and conclusions alert marketing intelligence‐gatherers to the dangers of conventional assumptions about marketing practice, provide practical guidelines for planners of export marketing strategy, and could form the basis of an easily administered diagnostic tool, all in the SME context.

Focusing on behaviour rather than attitudes, the research provides a practical set of criteria against which SME activities can be measured.

The purpose of this paper is to develop and estimate an integrated empirical model of export performance. The paper aims to adopt an eclectic approach, which synthesises the literature to identify key determinants and then applies the model to Greek food and beverage exporters.

This paper identifies the determinants of export performance from a literature review. An integrated structural equation model is then developed to estimate the directions and magnitudes of their interdependencies.

Results show that the determinants of export performance are the export marketing mix, entrepreneurial orientation, trade barriers and export problems. In turn, the export marketing mix is indirectly determined by export market attractiveness, export competencies, and management.

The multidimensional approach of this paper provides for a more integrated understanding of export performance than many of the partial studies found in the literature hitherto.

The paper identifies generic factors that are important for successful export marketing. These are incorporated into a structural equation model, which estimates their impacts and interdependencies on export performance simultaneously. The findings can aid Greek food and beverage exporters to formulate effective export marketing strategies.

The purpose of this paper is to examine the impact that various incentives to export have on the export marketing performance of Australian export market ventures.

The paper is based on an empirical investigation of firms involved in exporting to foreign countries from Australia. The sample of firms came from a wide cross section of industries. The list of firms comprising the sample is provided by a state government department.

The paper indicates that the export marketing performance of Australian export market ventures is positively influenced by the export incentive of the chance to diversify into new markets.

From a methodological perspective, a potential concern may be that the measures are all self‐reported. Consequently, the relationships tested may be susceptible to the influence of common method variance.

The importance of diversifying into new markets is identified. Management should consider taking international expansion opportunities because a pre‐occupation with the domestic market can make local firms vulnerable to other growth‐oriented foreign firms and economies of scale via increased productive capacity can assist in reducing the costs of production thereby enabling firms to be more competitive in the global market as well as in the firm's own domestic market.

A major contribution of this paper is that it validates a measure for examining the different incentives to export. Furthermore, it examines the relationship between incentives to export and export marketing performance identifying the chance to diversify into new markets as the key predictor of export marketing performance.

This research explores the nature and dimensions of market orientation in an international context by using empirical data from a sample of companies to rigorously test hypotheses regarding market orientation as applied to export operations in the context of the Turkish clothing industry. This aim was fulfilled by reliably and validly measuring the key constructs of export market orientation and finding statistically significant relationships between dependent (export marketing orientation) and independent variables (primarily export strategy and export performance). The results of this study draw conclusions showing that the hypothesised relationship between export market orientation and export performance does exist, and in the case of Turkish clothing exporters, improving an export market orientation level is a significant contributor to the company’s export performance. The results of this study also show the dimension of export market orientation that has the strongest relation with each dimension of export performance, and identifying the other export market orientation dimensions that make a significant contribution to the explanation of export performance.

This study examines the impact of specific firm characteristics, environmental characteristics and marketing mix strategy on export marketing performance. Data were gathered via a mail survey of firms engaged in exporting. The results indicate that firm characteristics and environmental characteristics impact significantly on both overall performance and marketing mix strategy adaptation by exporting firms. However, the decision to adapt or standardise the marketing mix strategy did not significantly impact marketing performance, implying that either standardisation or adaptation is appropriate and yields comparable performance.

The purpose of this paper is to investigate the role of transactional costs on smallholder avocado farmers’ participation in the export market and the extent of participation in Murang’a County, Kenya.

Data was collected from 384 avocado farmers in Murang’a County, following stratified sampling. The Heckman two-stage model was used for analysis.

Results showed that the cost of information search was an important variable that impedes smallholders’ participation in export marketing while harvesting costs inhibits the extent of participation in export marketing.

This study used data at the farm level. Therefore, insights on transaction costs among other marketing agents in the export market value chain would be an issue for future studies.

Following the debate on transaction costs and market participation among farmers in Sub-Sahara Africa, this paper models transactional costs and export market participation among avocado smallholders and measures the extent of participation with the inclusion of harvesting costs, negotiation costs, monitoring costs and information search costs that are not common in previous studies, thus contributing to the development of literature.

The purpose of this study is to investigate the association of international orientation and market orientation and their joint effects on export market success. Additionally, it aims to examine how firms’ foreign market portfolio diversity moderates this association.

On the basis of a review of the literature on market orientation and international orientation in relation to manufacturers’ performance on export markets, the paper proposes a set of hypotheses. The hypotheses are empirically tested using 249 questionnaire responses from CEOs supplemented with census data.

The results indicate that international orientation is positively related to export market success and that this relationship is independent of market portfolio diversity. The paper provides insights to the limitations of the dominant position that holds market orientation as an undisputed valuable strategic capability since market orientation has different non‐linear associations with export market success depending on market portfolio diversity. Finally, the results indicate that the joint effects of international orientation and market orientation on export market success only are present for firms with a focused market portfolio.

The authors argue that the performance implications of different strategic orientations on export market success are context‐dependent and that firms’ market portfolio diversity assists in providing this nuanced insight. The study's empirical cross‐sectional setting limits inference about causality among the constructs.

While all exporting manufacturing firms may benefit from an international orientation, business practitioners are advised to pay particular attention to the diversity of their foreign market portfolio prior to allocating resources to market‐oriented activities.

In this empirical contribution, the authors show how international orientation explains performance differentials among manufacturing exporters as well as how market orientation positively moderates this relationship. Furthermore, the paper shows the context dependency of the value of firms’ market orientation on the basis of export market portfolio diversity.

Anchored mainly on the institutional theory and resource-based view, this study endeavors to investigate the interplay between home country institutional environment (economic, regulatory and socio-cultural environment), export market orientation and export performance. Besides, this study also aims to examine the moderating role of firm resources (knowledge-based and managerial resources) in the associations between home country institutions and export market orientation.

Drawing on data from a sample of 221 exporting firms in Turkey, the conceptual model is empirically examined by structural equation modeling.

The findings reveal that regulatory environment is conducive to the improvement of export market orientation, which is instrumental in cultivating export performance. Importantly, empirical evidence also proves that higher levels of knowledge-based and managerial resources strengthen the linkage between home country institutions and export market orientation.

Integrating institutional theory with the resource-based view, this research considerably contributes to the current understanding of the export market orientation phenomenon by filling the knowledge gap on the differential impacts of home country’s economic, regulatory and socio-cultural environment on export market orientation. Moreover, this study provides worthwhile insights into the moderating effect of knowledge-based and managerial resources on home country institutions and export market orientation and the interrelationship between export market orientation and export performance in an emerging economy.