This study contributes to the strategic marketing research by empirically investigating the role of customer orientation in explaining how firms' leverage their specialized but vulnerable resources. The aim is thus to explore a subset of the means by which resources become valuable to the firm -...

Purpose – This study investigates the association of international orientation and market orientation and their joint effects on export market success. Additionally, it examines how firms' foreign market portfolio diversity moderates this association. Design – On the basis of a review of the...