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Cited by 4Innovation and Knowledge ManagementInternational Business and FDIBusiness Strategies and Innovation

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Proactive market orientation towards export performance within SMEs: a comparative study between the US and South Korea

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Yoo, Jin-Woong, Stephens, Aaron Rae, Zhang, Weiwei·2026·Asia Pacific Business Review
DOI 10.1080/13602381.2024.2425817
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Abstract

Drawing on dynamic capabilities (DC) theory, this paper examines the relationships between proactive market orientation (PMO) that captures new knowledge or information for a business market and export performance through exploration innovation (i.e. radical innovation) (EOR) and exploitation innovation (EOI) (i.e. incremental innovation) in small and medium-sized enterprises (SMEs) in both the United States (US) and South Korea. As a quantitative research, data sets in each country were collected employing a non-probability sampling approach. For theoretical extension and identifying a crucial construct for export performance, partial least squares structural equation modelling (PLS-SEM) is employed, including multi-group analysis (MGA). This paper has demonstrated that PMO can influence export performance through EOR in combined data, including the US and South Korea. While PMO can affect export performance through EOR in the US, PMO cannot lead to export performance through either EOR or EOI in South Korea. For better export performance, this research proposes that SMEs in the US should keep re-shaping digital business models for EOR attributed to PMO. However, due to reliance on venture capital, both EOR and EOI should be pursued simultaneously for long-term export performance. In contrast, SMEs in South Korea should facilitate business process innovation (i.e. innovating firms) first to enhance export performance.

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References 67 · Cited by 4

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Metadata

Authors
Yoo, J.-W., Stephens, A. R., & Zhang, W.
Affiliations
  • University of Hertfordshire (GB)
  • Hartwick College (US)
Corresponding author
Stephens, Aaron Rae
ORCID
Venue
Asia Pacific Business Review
Publisher
Informa UK Limited
Published
2024-11-13
Volume
32
Issue
2
Pages
433-455
ISSN
  • 1360-2381 (ISSN-L)
  • 1743-792X
DOI
10.1080/13602381.2024.2425817
OpenAlex
W4404335757
Cited by
4
References
67
Citations by year
2026: 1 · 2025: 3
FWCI
1.35
Type
journal article
Language
en
Open access
Licence
cc-by-nc
Locations
  • Asia Pacific Business Review (publishedVersion)
  • University of Hertfordshire Research Archive (University of Hertfordshire) (acceptedVersion, cc-by-nc)
  • University of Hertfordshire Research Archive (University of Hertfordshire) (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Innovation and Knowledge Management
  • Social Sciences › Business, Management and Accounting › Strategy and Management › International Business and FDI
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Business Strategies and Innovation
Keywords
proactive market orientation, export performance, small and medium-sized enterprises, dynamic capabilities, radical innovation, incremental innovation, business process innovation, digital business models, venture capital, cross-national comparison, United States, South Korea

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CoChat. (2026). Citation check: Proactive market orientation towards export performance within SMEs: a comparative study between the US and South Korea. https://app.cochat.ai/papers/10.1080/13602381.2024.2425817
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Yoo, J.-W., Stephens, A. R., & Zhang, W. (2026). Proactive market orientation towards export performance within SMEs: a comparative study between the US and South Korea. Asia Pacific Business Review. https://doi.org/10.1080/13602381.2024.2425817