DOI: 10.5716/978-981-08-9493-1_IE05

Authors: B Peter Hoang and Chiao-Van Huang


The objective of this study is to examine the relationship between EO, international marketing strategies, and business performance.The research findings, based on 224 small and medium size international manufacturers , suggest a positive relationship between EO and international marketing strategies . High EO firms incline to adopt more efficient international marketing strategies which, in turn, influence the firms ’business performance. In addition, EO was found to be directly and positively related to the firms ’business performance.

Keywords: entrepreneurial orientation; internationalmarketing strategies; business performance


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