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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.

The purpose of this paper is to provide researchers and journal reviewers with guidance regarding the appropriate level of analysis when developing and testing theory on export performance determinants. The authors’ focus is on the implications this has for the measurement of export performance.

The paper takes the form of an essay.

Researchers should measure export performance at the level at which the theory is developed. Most export performance theory developed is inherently export function level theory, requiring export function level measurement of performance. Less commonly, researchers may develop theory at the intra‐firm level, which requires performance data from multiple export ventures within firms for theory testing purposes. Researchers rarely have cause to collect data from a single export venture from firms, since data at this level are unlikely to generalize to the firm as a whole, and may lead to a biased picture of the determinants of overall export performance.

Researchers sometimes find that their passage to publication is blocked by reviewers who insist that measurement of export performance should occur at an incorrect level. Typically, the reviewer demands export performance assessment at the export venture level when the theory being tested is inherently an export function level theory. In this paper, the authors hope to correct poorly informed opinion regarding the use of venture level export performance measures, and encourage the use of measures of export performance that match the theory being tested.

The purpose of this paper is to examine the performance of Aaker’s dominant conceptualization of consumer-based brand equity (brand awareness, brand associations, perceived quality and brand loyalty) in a multi-national and multi-sector European context and highlights important lessons vis-à-vis the measurement of brand assets across countries.

Cross-category data was collected through a survey over a period of two months from a representative sample of consumers in three European countries (n=1,829), the UK (n=605), Germany (n=600) and Greece (n=624).

The findings suggest that Aaker’s dimensions of consumer-based brand equity cannot be clearly separated. More specifically the dimensions of brand awareness, brand associations and brand loyalty could not be always clearly discriminated in all national contexts.

The paper contributes to the limited amount of cross-national research on brand equity by assessing the most widely used conceptualization of consumer-based brand equity. Contrary to previous research, this study has used data from real consumers who evaluated a range of brands across product categories (including goods, services and internet).

The purpose of this paper is to shed light on the mechanisms by which entrepreneurial‐oriented behaviours (EOB) enhance international business performance. In so doing, the authors demonstrate that different dimensions of EOB may need to be emphasized or dampened, depending on the environmental conditions facing the firm.

A survey of 783 Finnish exporters is undertaken, and the relationships between the dimensions of EOB and business performance are assessed.

It is found that Kirznerian manifestations of EOB have stronger positive relationships with export profits when markets are relatively stable, whereas Schumpeterian manifestations of EOB have stronger positive relationships with export profits when markets are more dynamic.

The study has implications for researchers studying multidimensional strategic orientations. The approach adopted is novel, in that instead of adopting a fully aggregated or fully disaggregated approach to the study of a strategic orientation, the authors use a theoretically derived partial aggregation approach. As a result, EOBs are grouped into two kinds, and the latter are shown to behave differently with respect to relationships with performance outcomes. The study limitations include single source data and its cross‐sectional design.

When markets are relatively stable, businesses need to emphasize the Kirznerian manifestations of EOB (i.e. display high levels of competitive aggressiveness and proactiveness) and downplay Schumpeterian manifestations of EOB (i.e. reduce innovativeness, risk taking and autonomy). However, in highly dynamic markets, managers should focus on Schumpeterian manifestations of EOB at the expense of Kirznerian EOB.

This paper introduces Schumpeterian and Kirznerian entrepreneurial behavior in an international marketing context, and analyses the effects of these activities on international performance under varying levels of environmental turbulence.

The purpose of this paper is to develop and test a model of the role managers and peers play in shaping salespeople's ethical behaviour. The model specifies that sales manager personal moral philosophies, whether sales managers themselves are rewarded according to the outcomes or behaviours of their salespeople, sales team job security, intra‐team cooperation, and sales team tactical performance all influence sales team ethical standards. In turn, ethical standards influence the probability that sales team members will behave (un)ethically when faced with ethical dilemmas.

The model is tested on a sample of 154 Finnish sales managers. Data were collected via mail survey. Analysis was undertaken using structural equation modelling.

Ethical standards appear to be shaped by several factors; behaviour‐based management controls increase ethical standards, relativist managers tend to manage less ethically‐minded sales teams, job insecurity impedes the development of ethical standards, and sales teams' cooperation activity increases ethical standards. Sales teams are less likely to engage in unethical behaviour when the teams have strong ethical standards.

Cross‐sectional data limits generalisability; single country data may limit the ability to generalise to different sales environments; additional measure development is needed; identification of additional antecedent factors would be beneficial.

Sales managers should consciously develop high ethical standards in sales teams if they wish to reduce unethical behaviour. Ethical standards can be improved if sales managers change their own outward behaviour (exhibit a less relativistic ethical philosophy), foster cooperation amongst salespeople, and develop perceptions of job security. How sales managers are rewarded may shape how they approach the management of ethical behaviour in their sales teams.

This paper appears to be the first to simultaneously examine both sales manager‐specific and sales team‐specific antecedents to sales team ethical standards and behaviours. As such, it provides an important base for research in this critical area.

Despite the acknowledged importance of an understanding of the determinants of and processes affecting the salesperson‐customer interaction, this issue still remains an enigma. Posits that, of the two main philosophical stances available in the study of human behaviour (i.e. mediationism and behaviourism), the prevailing approaches adopted in the study of the salesperson‐customer interaction are mediationistic in nature and are, for the most part, uncritically accepted. States that in order to improve current understanding of the salesperson‐customer interaction, alternative sources for explaining this dyad should be introduced into the field of study. Argues that the competing philosophical stance offered by radical behaviourism may be suitable for this purpose, providing an examination of how this approach can be utilized to explain buying behaviour within the sales interaction context.

This paper studies the role of personal selling and the salesforce as an information source and the impact potential information gaps in a downstream business chain can have. It offers a conceptual model of information gaps in an on‐licence wine business channel and suggests areas necessitating further research.