“…On the one hand, export entrepreneurial orientation (EO) is often conceptualized to be reflective of a firm's general proclivity to discover/identify and exploit new export market opportunities (Boso, Cadogan, & Story, ), and, as such, it has been central to the international entrepreneurship thinking (Coviello, McDougall, & Oviatt, ; Covin & Miller, ). Extant research shows that variation in a firm's entrepreneurial orientation causes changes in its export market performance (e.g., Guo, Jiang, & Yang, ; Kuivalainen et al, ; Zhang, Ma, & Wang, ). On the other hand, export market orientation (MO) is viewed as a central tenet of the export marketing thought as it entails implementation of the marketing concept in export markets (Cadogan et al, ).…”