The Effects of Market Orientation and Proactive Orientation on the Export Performance of South African SMEs

The purpose of this study is to examine the relationships between market orientation, proactive orientation, market capability and innovation as they relate to the export performance of South African SMEs. Utilizing the Stimulus-Organism-Response model and extant literature, a theoretical framework is proposed. A sample of 259 South African SMEs involved in exporting were collected. The study hypotheses are analyzed using PLS-SEM; moreover, mediation tests are also included. The results suggest that market orientation and proactive orientation are significant elements that could lead to the improved export performance of South African SMEs. The current study expects to provide practical managerial implications and marketing knowledge for organizations hoping to better comprehend the South African marketplace. The findings of this study can be further applied to better understand emerging markets. Ultimately market orientation and proactive orientation are valuable strategic orientations that emerging market firms can use to leverage their limited resources as they aim to improve export performance.