Abstract
This study aims to present the structure of export orientation research and clusters over 10 years of research. The bibliometric analysis was made up of 434 articles from the Scopus database. To analyze the extracted data, three bibliometric techniques were applied: Citation Analysis, Keyword Analysis, and Bibliographic Coupling. The results show an exponential increase in research on export orientation research. The study also revealed eight clusters based on publications from the last ten years. The main themes that emerged related to export orientation research include; Marketing performance and export orientation, firm's productivity and efficiency orientation, local to global upgradation and export orientation, industrial policy, manufacturing and export orientation, technology as a stimulant for change, competitive strategy for export orientation, and value chain coordination. It allows the researcher to better understand the most common issues of the last 5 years and relate these issues to current problems in the international marketplace.
Keywords:
Export orientation; bibliometric analysis; international marketing; bibliometric coupling; keywords analysis
RESUMO
Este estudo tem como objetivo apresentar a estrutura da pesquisa de orientação para exportação e clusters ao longo de 10 anos de pesquisa. Foram utilizados 434 artigos da base de dados Scopus para a análise bibliométrica. Para analisar os dados extraídos, três técnicas bibliométricas foram aplicadas: Análise de citações, análise de palavras-chave e acoplamento bibliográfico. Os resultados mostram um aumento exponencial nas pesquisas sobre orientação à exportação. O estudo também revelou oito clusters com base nas publicações dos últimos dez anos. Os principais temas que surgiram relacionados à pesquisa de orientação para exportação incluem: Desempenho de marketing e orientação para a exportação, orientação para produtividade e eficiência da empresa, atualização local para global e orientação para exportação, política industrial, orientação para manufatura e exportação, tecnologia como estimulante de mudança, estratégia competitiva para orientação para exportação, coordenação da cadeia de valor. Permite ao pesquisador entender melhor os problemas mais comuns dos últimos 5 anos e relacionar esses problemas aos problemas atuais do mercado internacional.
Palavras-chave:
Orientação para exportação; análise bibliométrica; marketing internacional; acoplamento bibliométrico; análise de palavras-chave
1. Introduction
Export orientation is a business activity that prioritizes exporting goods or services in international markets (Kaynak & Kuan, 1993Kaynak, E., & Kuan, W. K. Y. (1993). Environment, strategy, structure, and performance in the context of export activity: An empirical study of Taiwanese manufacturing firms. Journal of Business Research, 27(1), 33-49. https://doi.org/10.1016/0148-2963(93)90014-G
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). It has a significant impact on the economic growth of the country (Behyan et al., 2015Behyan, M., Mohamad, O., & Omar, A. (2015). Influence of internationalization orientation on export performance: In the perspective of Malaysian manufacturing firms. Journal of Business & Industrial Marketing, 30(1), 83-95. https://doi.org/10.1108/JBIM-05-2012-0091
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; Hessels & Van Stel, 2011Hessels, J., & van Stel, A. (2011). Entrepreneurship, export orientation, and economic growth. Small Business Economics, 37(2), 255-268. https://doi.org/10.1007/s11187-009-9233-3
https://doi.org/10.1007/s11187-009-9233-...
). Thus, firms contribute to economic growth when they are market-oriented. Governments also motivate and encourage firms or individuals by offering different export schemes and programs (Francis & Collins‐Dodd, 2004Francis, J., & Collins‐Dodd, C. (2004). Impact of export promotion programs on firm competencies, strategies and performance: The case of Canadian high‐technology SMEs. International Marketing Review, 21(4/5), 474-495. https://doi.org/10.1108/02651330410547153
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). Additional issues are required to succeed in the international market. The market orientation between domestic and international markets is evident. The pattern of market orientation in the EMO is distinct (Diamantopoulos & Cadogan, 1996Diamantopoulos, A., & Cadogan, J. W. (1996). Internationalizing the market orientation construct: An in-depth interview approach. Journal of Strategic Marketing, 4(1), 23-52. https://doi.org/10.1080/09652549600000002
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). Items pertinent within a domestic setting may be of little use in an international context (Cadogan, 1995Cadogan, J. W. (1995). A measure of export market orientation and an examination of its antecedents and performance consequences [Doctoral dissertation, University of Wales Swansea]. https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.504859
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).
Moreover, internationally oriented new ventures are widely viewed as critical to economic growth and innovation (Moen, 2002Moen, Ø. (2002). The born globals: A new generation of small European exporters. International Marketing Review, 19(2), 156-175. https://doi.org/10.1108/02651330210425015
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). Export market orientation has a significant impact on innovation performance and business capabilities (İpek & Bıçakcıoğlu-Peynirci, 2020İpek, İ., & Bıçakcıoğlu-Peynirci, N. (2020). Export market orientation: An integrative review and directions for future research. International Business Review, 29(4), 101659. https://doi.org/10.1016/j.ibusrev.2019.101659
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; Navarro-García et al., 2014Navarro-García, A., Arenas-Gaitán, J., & Rondán-Cataluña, F. J. (2014). External environment and the moderating role of export market orientation. Journal of Business Research, 67(5), 740-745. https://doi.org/10.1016/j.jbusres.2013.11.037
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). Similarly, market orientation and international orientation are positively related to export performance (Dung & Giang, 2021Dung, L. T., & Giang, H. T. T. (2021). The effect of international intrapreneurship on firm export performance with driving force of organizational factors. Journal of Business & Industrial Marketing, 37(11), 2185-2204. https://doi.org/10.1108/JBIM-01-2021-0018
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; Javalgi & Todd, 2011Javalgi, R. R. G., & Todd, P. R. (2011). Entrepreneurial orientation, management commitment, and human capital: The internationalization of SMEs in India. Journal of Business Research, 64(9), 1004-1010. https://doi.org/10.1016/j.jbusres.2010.11.024
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; Reimann et al., 2022Reimann, C., Carvalho, F., & Duarte, M. (2022). Adaptive marketing capabilities, market orientation, and international performance: The moderation effect of competitive intensity. Journal of Business & Industrial Marketing, 37(12), 2533-2543. https://doi.org/10.1108/JBIM-08-2021-0391
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). In the era of globalization and international trade, firms need to focus on finding potential markets and exporting activities to take advantage of far more opportunities in overseas markets (Murray et al., 2011Murray, J. Y., Gao, G. Y., & Kotabe, M. (2011). Market orientation and performance of export ventures: The process through marketing capabilities and competitive advantages. Journal of The Academy of Marketing Science, 39(2), 252-269. https://doi.org/10.1007/s11747-010-0195-4
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). Markets in today's business environment are dynamic and companies need to constantly update their offerings (Paul & Gupta, 2014Paul, J., & Gupta, P. (2014). Process and intensity of internationalization of IT firms-Evidence from India.International Business Review,23(3), 594-603. https://doi.org/10.1016/j.ibusrev.2013.10.002
https://doi.org/10.1016/j.ibusrev.2013.1...
; Reimann et al., 2022Reimann, C., Carvalho, F., & Duarte, M. (2022). Adaptive marketing capabilities, market orientation, and international performance: The moderation effect of competitive intensity. Journal of Business & Industrial Marketing, 37(12), 2533-2543. https://doi.org/10.1108/JBIM-08-2021-0391
https://doi.org/10.1108/JBIM-08-2021-039...
). Therefore, firms considering expansion into foreign markets should conduct extensive market research (Okpara, 2009Okpara, J. (2009). Strategic choices, export orientation and export performance of SMEs in Nigeria. Management Decision, 47(8), 1281-1299. https://doi.org/10.1108/00251740910984541
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). To meet consumers' ever-changing preferences, companies must stay abreast of new market-based information, which requires a market-oriented approach (Paul & Sánchez‐Morcilio, 2019Paul, J., & Sánchez‐Morcilio, R. (2019). Toward a new model for firm internationalization: Conservative, predictable, and pacemaker companies and markets.Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration,36(3), 336-349. https://doi.org/10.1002/cjas.1512
https://doi.org/10.1002/cjas.1512...
). Exporting firms should also focus more on how to achieve the best level of export orientation and how to leverage these activities to increase export success (Cadogan et al., 2016Cadogan, J. W., Boso, N., Story, V. M., & Adeola, O. (2016). Export strategic orientation-performance relationship: Examination of its enabling and disenabling boundary conditions. Journal of Business Research, 69(11), 5046-5052. https://doi.org/10.1016/j.jbusres.2016.04.078
https://doi.org/10.1016/j.jbusres.2016.0...
). Market orientation phenomena are critical to creating long-term competitive advantage and increased customer value, resulting in remarkable market performance (Lengler et al., 2013Lengler, J. F., Sousa, C. M., & Marques, C. (2013). Exploring the linear and quadratic effects of customer and competitor orientation on export performance. International Marketing Review, 21(4/5), 474-495. https://doi.org/10.1108/02651330410547153
https://doi.org/10.1108/0265133041054715...
; Rose & Shoham, 2002Rose, G. M., & Shoham, A. (2002). Export performance and market orientation: Establishing an empirical link. Journal of Business Research, 55(3), 217-225. https://doi.org/10.1016/S0148-2963(00)00139-9
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; Slater & Narver, 1994Slater, S. F., & Narver, J. C. (1994). Does competitive environment moderate the market orientation-performance relationship? Journal of Marketing, 58(1), 46-55. https://doi.org/10.1177/002224299405800104
https://doi.org/10.1177/0022242994058001...
). Export orientation studies enable entrepreneurs, new ventures, and SME owners or managers from emerging markets to better understand opportunities in international markets (Celik et al., 2019Celik, A. K., Haddoud, M. Y., Onjewu, A.-K. E., & Jones, P. (2019). Managerial attributes and collaborative behaviours as determinants of export propensity: Evidence from Turkish SMEs. In M. Y. Haddoud, P. Jones & A.-K. E. Onjewu (Eds.), International Entrepreneurship in Emerging Markets: Nature, Drivers, Barriers and Determinants (Contemporary Issues in Entrepreneurship Research) (Vol. 10, pp. 33-49). Emerald Publishing Limited. https://doi.org/10.1108/S2040-724620190000010004
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; Chung, 2012Chung, H. F. (2012). Export market orientation, managerial ties, and performance. International Marketing Review, 29(4), 403-423. https://doi.org/10.1108/02651331211242638
https://doi.org/10.1108/0265133121124263...
). Firms must recognize that entrepreneurial managerial cognition and managerial social capital of managers improve the market orientation procedure of exporters (Mostafiz et al., 2021Mostafiz, M. I., Sambasivan, M., & Goh, S. K. (2021). Antecedents and consequences of market orientation in international B2B market: Role of export assistance as a moderator. Journal of Business & Industrial Marketing, 36(6), 1058-1075. https://doi.org/10.1108/JBIM-09-2019-0411
https://doi.org/10.1108/JBIM-09-2019-041...
). Market orientation of exporters maximizes cooperation while reducing dependence and relational distance between them and their main overseas distributor (Racela et al., 2007Racela, O. C., Chaikittisilpa, C., & Thoumrungroje, A. (2007). Market orientation, international business relationships and perceived export performance.International Marketing Review,24(2), 144-163. https://doi.org/10.1108/02651330710741794
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).
Export orientation is defined as "a situation in which export production receives at least as much assistance as import replacement" (Gruen, 1991Gruen, N. (1991). Export orientation, trade liberalisation and import/export links. World Economy, 14(4), 441-474.). The concept of export market orientation implies the application of the marketing concept to the international market. Export orientation has received theoretical and empirical attention in the international marketing literature. Incorporating empirical studies, İpek and Bıçakcıoğlu-Peynirci (2020İpek, İ., & Bıçakcıoğlu-Peynirci, N. (2020). Export market orientation: An integrative review and directions for future research. International Business Review, 29(4), 101659. https://doi.org/10.1016/j.ibusrev.2019.101659
https://doi.org/10.1016/j.ibusrev.2019.1...
) critically reviewed and summarized empirical research on export market orientation, highlighting theory, context, characteristics, and methodology. Researchers have long been interested in export orientation studies, and a substantial body of knowledge has been published in this area, providing useful foundations for export orientation strategies in the international market. Indeed, a wealth of research has been conducted to investigate the factors that drive the new venture export orientation of new firms (Rialp et al., 2005Rialp, A., Rialp, J., & Knight, G. (2005). The phenomenon of early internationalizing firms: What do we know after a decade (1993-2003) of scientific inquiry? International Business Review, 14(2), 147-166. https://doi.org/10.1016/j.ibusrev.2004.04.006
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; Evers, 2011Evers, N. (2011). Exploring market orientation in new export ventures. International Journal of Entrepreneurship and Innovation Management, 13(3-4), 357-376. https://doi.org/10.1504/IJEIM.2011.039827
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). In addition, researchers in this field have focused on import-export orientation (Gubina, 2019Gubina, M. (2019). Import substitution and/or export orientation: The case of Indian pharmaceutical industry. St Petersburg University Journal of Economic Studies, 35(2), 197-222. https://doi.org/10.21638/spbu05.2019.202
https://doi.org/10.21638/spbu05.2019.202...
; Gusakova et al., 2020Gusakova, E., Tsirulev, D., & Prokopenko, I. (2020). From import substitution to export orientation in the regional agribusiness. Lecture Notes in Networks and Systems, 76-83. https://doi.org/10.1007/978-3-030-60929-0_11
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), export orientation of firms (Kolbe et al., 2021Kolbe, D., Frasquet, M., & Calderon, H. (2021). The role of market orientation and innovation capability in export performance of small- and medium-sized enterprises: A Latin American perspective. Multinational Business Review, 30(2), 289-312. https://doi.org/10.1108/MBR-10-2020-0202
https://doi.org/10.1108/MBR-10-2020-0202...
; Pfaffermayr, 2004Pfaffermayr, M. (2004). Export orientation, foreign affiliates, and the growth of Austrian manufacturing firms. Journal of Economic Behavior & Organization, 54(3), 411-423. https://doi.org/10.1016/j.jebo.2003.07.002
https://doi.org/10.1016/j.jebo.2003.07.0...
; Sørensen & Madsen, 2012Sørensen, H. E., & Madsen, T. K. (2012). Strategic orientations and export market success of manufacturing firms: The role of market portfolio diversity. International Marketing Review, 29(4), 424-441. https://doi.org/10.1108/02651331211242647
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; Were, 2011Were, M. (2011). Is there a link between casual employment and export-orientation of firms? The case of Kenya's manufacturing sector. The Review of Black Political Economy, 38(3), 227-242. https://doi.org/10.1007/s12114-011-9099-x
https://doi.org/10.1007/s12114-011-9099-...
) and SME export orientation (Jin & Cho, 2018Jin, B., & Cho, H. J. (2018). Examining the role of international entrepreneurial orientation, domestic market competition, and technological and marketing capabilities on SME’s export performance. Journal of Business & Industrial Marketing, 33(5), 585-598. https://doi.org/10.1108/JBIM-02-2017-0043
https://doi.org/10.1108/JBIM-02-2017-004...
; Okpara, 2009Okpara, J. (2009). Strategic choices, export orientation and export performance of SMEs in Nigeria. Management Decision, 47(8), 1281-1299. https://doi.org/10.1108/00251740910984541
https://doi.org/10.1108/0025174091098454...
; Pascucci et al., 2016Pascucci, F., Bartoloni, S., & Gregori, G. L. (2016). Export market orientation and international performance in the context of SMEs. Journal of Small Business & Entrepreneurship, 28(5), 361-375. https://doi.org/10.1080/08276331.2016.1167528
https://doi.org/10.1080/08276331.2016.11...
), entrepreneur export orientation (Capelleras et al, 2018Capelleras, J.-L., Martin-Sanchez, V., Rialp, J., & Shleha, W. (2018). Entrepreneurs’ export orientation and growth aspirations: The moderating role of individual human capital, studies on entrepreneurship, structural change and industrial dynamics. In G. Bosio, T. Minola, F. Origo& S. Tomelleri (Eds.), Rethinking entrepreneurial human capital (pp. 63-87). Springer. https://doi.org/10.1007/978-3-319-90548-8_4
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; De Clerq et al., 2007De Clerq, D., Hessels, J., & van Stel, A. J. (2007). Knowledge spillovers and entrepreneurs’ export orientation. ERIM Report Series Reference No. ERS-2007-038-ORG. https://ssrn.com/abstract=992368
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; Faroque, et al., 2020Faroque, A. R., Mostafiz, M. I., Faruq, M. O., & Bashar, M. F. B. (2020). Revisiting entrepreneurial capabilities and export market orientation: A multi-scale investigation in an emerging economy. International Journal of Emerging Markets, 16(3), 556-579. https://doi.org/10.1108/IJOEM-08-2019-0644
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), foreign export orientation (Dichtl et al.,1984Dichtl, E., Leibold, M., Köglmayr, H. G., & Mueller, S. (1984). The foreign orientation of management as a central construct in export-centered decision-making processes. In G. M. Hampton & A. P. van Gent (Eds.), Marketing aspects of international business (pp. 119-141). Springer. https://doi.org/10.1007/978-94-009-5646-9_8
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; Holzmüller & Kasper, 1990Holzmüller, H. H., & Kasper, H. (1990). The decision-maker and export activity: A cross-national comparison of the foreign orientation of Austrian managers. MIR: Management International Review, 217-230. https://www.jstor.org/stable/40228024
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), etc.
As far as we know, no attempt has yet been made to study the bibliometric analysis of export-oriented research. Bibliometric analysis helps to examine, classify, and understand scholarly work on a particular topic or area of study by examining patterns and trends in publications (Ferreira et al., 2014Ferreira, M. P., Pinto, C. F., & Serra, F. R. (2014). The transaction costs theory in international business research: A bibliometric study over three decades. Scientometrics, 98(3),1899-1922. https://doi.org/10.1007/s11192-013-1172-8
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). In order to organise the chaos of documentation and find literary patterns, it also looks for regularities in the structure of the literature (De Bellis, 2009De Bellis, N. (2009). Bibliometrics and citation analysis: From the science citation index to cybermetrics. Scarecrow press.). Articles, citations, and sources of information are examined (Merigó et al., 2015Merigó, J. M., Mas-Tur, A., Roig-Tierno, N., & Ribeiro-Soriano, D. (2015). A bibliometric overview of the Journal of Business Research between 1973 and 2014. Journal of Business Research, 68(12), 2645-2653. https://doi.org/10.1016/j.jbusres.2015.04.006
https://doi.org/10.1016/j.jbusres.2015.0...
). In addition, bibliometric analysis is often used to obtain a comprehensive overview of the main trends in a particular journal (Merigó et al., 2015Merigó, J. M., Mas-Tur, A., Roig-Tierno, N., & Ribeiro-Soriano, D. (2015). A bibliometric overview of the Journal of Business Research between 1973 and 2014. Journal of Business Research, 68(12), 2645-2653. https://doi.org/10.1016/j.jbusres.2015.04.006
https://doi.org/10.1016/j.jbusres.2015.0...
) or research area by examining the main researchers (Bonilla et al., 2015Bonilla, C. A., Merigó, J. M., & Torres-Abad, C. (2015). Economics in Latin America: A bibliometric analysis. Scientometrics, 105(2), 1239-1252. https://doi.org/10.1007/s11192-015-1747-7
https://doi.org/10.1007/s11192-015-1747-...
). On the other hand, it provides direct evidence of undiscovered dimensions that still need to be studied.
According to Archambault and Gagné (2004Archambault, É., & Gagné, É. V. (2004). The use of bibliometrics in the social sciences and humanities. Social Sciences and Humanities Research Council of Canada (SSHRCC). https://www.science-metrix.com/pdf/SM_2004_008_SSHRC_Bibliometrics_Social_Science.pdf
https://www.science-metrix.com/pdf/SM_20...
), three different types of techniques are mainly used in bibliometrics. The first involves counting the number of journal publications in a given period, which can be used as a set or subset of indicators of the output of the scientific system. In this way, the research performance of specific scientists, departments, and research organisations can be evaluated and compared (Bornmann et al., 2008Bornmann, L., Mutz, R., & Daniel, H. D. (2008). Are there better indices for evaluation purposes than the h index? A comparison of nine different variants of the h index using data from biomedicine. Journal of the American Society for Information Science and Technology, 59(5), 830-837. https://doi.org/10.1002/asi.20806
https://doi.org/10.1002/asi.20806...
). Second, citation analysis aims to determine the importance or impact of a paper, journal, or research team (Dzikowski, 2018Dzikowski, P. (2018). A bibliometric analysis of born global firms. Journal of Business Research, 85, 281-294. https://doi.org/10.1016/j.jbusres.2017.12.054
https://doi.org/10.1016/j.jbusres.2017.1...
; Garfield, 2007Garfield, E. (2007). Tracing the influence of JD Bernal on the World of Science through Citation Analysis. In British Association for Crystal Growth/Irish Association for Crystal Growth Conference & Bernal Symposium on Protein Crystallization. University College Dublin, Belfield, Ireland (3-4 September). https://garfield.library.upenn.edu/papers/bernaldublin0907.pdf
https://garfield.library.upenn.edu/paper...
; Koskinen et al., 2008Koskinen, J., Isohanni, M., Paajala, H., Jääskeläinen, E., Nieminen, P., Koponen, H., Tienari, P., & Miettunen, J. (2008). How to use bibliometric methods in evaluation of scientific research? An example from Finnish schizophrenia research. Nordic Journal of Psychiatry, 62(2), 136-143. https://doi.org/10.1080/08039480801961667
https://doi.org/10.1080/0803948080196166...
). Examining the frequency, patterns, and graphical representation of citations (citation networks), assessing the quality of information sources, and mapping fields of study to examine their intellectual structures are the core goals of citation analysis. It is also used to monitor information flows and the dissemination of ideas (Zhao & Strotmann, 2015Zhao, D., & Strotmann, A. (2015). Analysis and visualization of citation networks. Springer. https://doi.org/10.2200/S00624ED1V01Y201501ICR039
https://doi.org/10.2200/S00624ED1V01Y201...
). Third, citation analysis, co-word analysis, and bibliographic linkage are used to study the emergence of new fields in a scientific discipline and to establish links between them (Sequeira & Teixeira, 2011Sequeira, J., & Teixeira, A. (2011). Determinants of the international influence of a R&D organisation: A bibliometric approach. European Journal of Scientific Research, 53(3), 400-430. ).
Despite substantial advances in the understanding of export market orientation, bibliometric analysis needs to be addressed the export market orientation literature and its intellectual structure. Therefore, to address these issues, the following research questions are drafted.
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RQ1. What are the key growth trends in research on export orientation?
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RQ2. Which countries, authors, and journals contributed most to the knowledge base of export orientation?
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RQ3. What is the intellectual structure of knowledge - base on export orientation?
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RQ4. Which articles have achieved the highest number of citations?
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RQ5. What are the predominant research themes in the past 10 years related to export orientation?
Therefore, the aim of this research was the bibliometric analysis of 434 articles published between 1972 and 2022, focusing on export orientation in the Scopus database. Finally, this research will contribute to the literature that will help in the development of new concepts in the research dimensions of export orientation that will be considered in the future and will help future scholars to produce high impact publications in the field of export orientation and international trade by clarifying the contributing elements and identifying the most important areas in this topic
The methodological considerations used to analyze the literature on export orientation are presented in the following section, followed by the results and a discussion of the findings of the paper, then finally the conclusion, limitations, and research directions for future work are presented.
2. Methodology
2.1. Data source and data retrieval strategy
The primary aim of this paper is to uncover clusters on the keywords "export orientation" by means of bibliometric analysis. Therefore, the study presents previous trends and research on international export orientation. The relevant articles were searched in the Scopus database using some specific keywords. This database contains the most influential core academic publications in the social sciences and other subjects. Scopus is widely recognized as an influential citation index database that provides research references (Erboz et al., 2022Erboz, G., Abbas, H., & Nosratabadi, S. (2022). Investigating supply chain research trends amid Covid-19: A bibliometric analysis. Management Research Review, 46(3), 413-436. https://doi.org/10.1108/MRR-05-2021-0408
https://doi.org/10.1108/MRR-05-2021-0408...
; Martín-Martín et al., 2018Martín-Martín, A., Orduna-Malea, E., Thelwall, M., & López-Cózar, E. D. (2018). Google Scholar, Web of Science, and Scopus: A systematic comparison of citations in 252 subject categories. Journal of Informetrics, 12(4), 1160-1177. https://doi.org/10.1016/j.joi.2018.09.002
https://doi.org/10.1016/j.joi.2018.09.00...
; Moosa et al., 2022Moosa, V., Khalid, A. H., & Mohamed, A. (2022). Intellectual landscape of research on change management: A bibliometric analysis. Management Research Review, 45(8), 1044-1059. https://doi.org/10.1108/MRR-04-2021-0256
https://doi.org/10.1108/MRR-04-2021-0256...
). The bibliometric analysis in this study began with the identification of specific keywords. According to Sharma et al. (2018Sharma, N., Bairwa, M., Gowthamghosh, B., Gupta, S., & Mangal, D. (2018). A bibliometric analysis of the published road traffic injuries research in India, post-1990. Health Research Policy and Systems, 16(8), 18. https://doi.org/10.1186/s12961-018-0298-9
https://doi.org/10.1186/s12961-018-0298-...
), the selected keywords should be able to provide reliable information that meets the specific purpose of the analysis. In this study, the keyword "export orientation" was used to search for research publications in the Scopus database. The quotation mark was used to obtain correct search results (Liu et al., 2013Liu, J. S., Lu, L. Y., Lu, W. M., & Lin, B. J. (2013). Data envelopment analysis 1978-2010: A citation-based literature survey.Omega,41(1), 3-15. https://doi.org/10.1016/j.omega.2010.12.006
https://doi.org/10.1016/j.omega.2010.12....
). The literature records were accessed on August 23, 2022, and a CSV file containing 434 records was downloaded, with the time parameter of 1972-2022. The search was limited to a subject area (economics, econometrics and finance, social sciences, business management and accounting, decision sciences, multidisciplinary), the type of articles (articles, book chapters, conference papers, and reviews), and the language (English).
2.2. Bibliometric analysis techniques
Based on the research objectives, this study uses two types of bibliometric methods, namely performance analysis and science mapping (Cobo et al., 2011Cobo, M. J., López‐Herrera, A. G., Herrera‐Viedma, E., & Herrera, F. (2011). Science mapping software tools: Review, analysis, and cooperative study among tools. Journal of the American Society for Information Science and Technology, 62(7), 1382-1402. https://doi.org/10.1002/asi.21525
https://doi.org/10.1002/asi.21525...
; Donthu et al., 2021Donthu, N., Kumar, S., Pandey, N., & Lim, W. M. (2021). Research constituents, intellectual structure, and collaboration patterns in Journal of International Marketing: An analytical retrospective. Journal of International Marketing, 29(2) 1-25. https://doi.org/10.1177/1069031X211004234
https://doi.org/10.1177/1069031X21100423...
). The former examines the contributions of research constituents to a particular field (Cobo et al., 2011Cobo, M. J., López‐Herrera, A. G., Herrera‐Viedma, E., & Herrera, F. (2011). Science mapping software tools: Review, analysis, and cooperative study among tools. Journal of the American Society for Information Science and Technology, 62(7), 1382-1402. https://doi.org/10.1002/asi.21525
https://doi.org/10.1002/asi.21525...
; Donthu et al., 2021Donthu, N., Kumar, S., Pandey, N., & Lim, W. M. (2021). Research constituents, intellectual structure, and collaboration patterns in Journal of International Marketing: An analytical retrospective. Journal of International Marketing, 29(2) 1-25. https://doi.org/10.1177/1069031X211004234
https://doi.org/10.1177/1069031X21100423...
), while the latter examines the relationship between different constituents (Cobo et al., 2011Cobo, M. J., López‐Herrera, A. G., Herrera‐Viedma, E., & Herrera, F. (2011). Science mapping software tools: Review, analysis, and cooperative study among tools. Journal of the American Society for Information Science and Technology, 62(7), 1382-1402. https://doi.org/10.1002/asi.21525
https://doi.org/10.1002/asi.21525...
; Donthu et al., 2021Donthu, N., Kumar, S., Pandey, N., & Lim, W. M. (2021). Research constituents, intellectual structure, and collaboration patterns in Journal of International Marketing: An analytical retrospective. Journal of International Marketing, 29(2) 1-25. https://doi.org/10.1177/1069031X211004234
https://doi.org/10.1177/1069031X21100423...
). The performance analysis, also called descriptive analysis, includes constituents' quantitative metrics of publications. On the other hand, scientific mapping, keyword analysis, co-occurrence analysis and bibliometric coupling techniques are used to analyze the recorded articles. VOSviewer software was used to perform the bibliometric analysis. VOSviewer uses mapping techniques to apply visual components (Van Eck & Waltman, 2019van Eck, N. J., & Waltman, L. (2019). Accuracy of citation data in Web of Science and Scopus. arXiv, preprint arXiv:1906.07011. https://doi.org/10.48550/arXiv.1906.07011
https://doi.org/10.48550/arXiv.1906.0701...
). Researchers can create new information by using mapping techniques to transform CSV-formatted publication data into graphs or clusters (Ahmi & Mohd Nasir, 2019Ahmi, A., & Mohd Nasir, M. H. (2019). Examining the trend of the research on extensible business reporting language (XBRL): A bibliometric review. International Journal of Innovation, Creativity and Change, 5(2), 1145-1167. https://ssrn.com/abstract=3839843
https://ssrn.com/abstract=3839843...
). Researchers can also explore information from articles such as authors, locations, and institutions, as well as citation and co-citation analyzes and other features that need improvement using mapping methods (Rizzi et al., 2014Rizzi, F., van Eck, N., & Frey, M. (2014). The production of scientific knowledge on renewable energies: Worldwide trends, dynamics and challenges and implications for management. Renewable Energy, 62, 657-671. https://doi.org/10.1016/j.renene.2013.08.030
https://doi.org/10.1016/j.renene.2013.08...
). Finally, the predominant subsectors of export orientation were examined using the map of co-cited knowledge in the literature.
3. Results
3.1. Trends in publication on export orientation
The term "research frontier" in a scientific study describes the most cutting-edge, current, and future research topics or areas of study. Researchers can get the most recent information on research in this field by identifying and following research frontiers, which will help them better comprehend the field's development and forecast future research trends (Jiang & Qu, 2020Jiang, J., & Qu, L. (2020). International trade in manufacturing: A review and bibliometric analysis (1996-2020). Modern Economy, 11(05), 1064. https://doi.org/10.4236/me.2020.115080
https://doi.org/10.4236/me.2020.115080...
). This study examined literary works that were published from 1972 to 2022.
To examine the quantitative relationship and evolution path of literature, which might show the research status and development process of a discipline, bibliometric analysis aids in the use of quantitative research tools like statistics. As a result, as shown in Figure 1, this article compiled statistics on the 434 documents on export orientation. The overall number of research articles published in this area of study has been steadily increasing year after year. Before 1980, there were only two articles published, with a low growth rate and no other related studies in export orientation research. After 1980, the number of articles increased dramatically and remained static until 1989. This field's research increased at a higher rate, heated up quickly, and peaked (22 articles) in 2009. However, there was a small decrease in the number of publications during 2001 to 2004. From 2009 to 2021, the number of articles published gradually increased, only with small variations, and research on this topic has become a research hotspot, attracting increasing attention from scholars. From the figure, it can be easily seen that the percentage of publications before 1982 is much less than ten percent (10%) while after this time there is an increase in the cumulative percentage of publications.
3.2. Countries contribution
Table 1 shows the number of documents published from different countries. The total number of documents published by each country are presented a comprehensive view of export orientated research across different countries. The United States, the United Kingdom, and Australia are the three top publishers in export orientation topics. India and China are two Asian countries; it seems that these two Asian countries are focusing more on export orientation research. South Africa, and to a lesser extent Ghana, are the main producers of export orientation research in Africa. Also, a substantial number of citations corresponding to number of publications are found. However, the Russian Federation has received a low number citations comparison to other countries. There are two probable causes for this result. First off, there are more papers from nations that are highly regarded by academics and are frequently cited by other researchers. Second, the high exposure these researchers may have had to the global network of export-oriented academics may have contributed to their higher citation rates.
3.3. Contribution of authors
The quantity of publications a researcher produces in a certain area of study is a gauge of their productivity. The author's contribution to export orientation was analyzed using a VOS viewer and MS excel. Main contributing authors has made significant contributions, are identified (Table 2). Individuals and small groups contributed the most to this field. The highest number of scientific articles are published by Hessels j. (5 articles, 258 citations), Kumar N. (3 publications, 217 citations), and Van Stel A. (3 publications, 170 citations) similarly other authors has third positions in their publications respectively.
3.4. Contribution of Journals
During 1972 to 2022, Table 1 includes the most highly cited international journals in export orientation research. The top 10 journals' impact factors are greater than 1, and the average impact factor is greater than 5 (Table 3), indicating that many reputable academic publications are interested in this field. The total number of citations for papers published by the evaluated journal in the first two years is divided by the total number of papers published in those two years to determine the impact factor (Garfield, 2006Garfield, E. (2006). The history and meaning of the journal impact factor. JAMA, 295(1), 90-93. https://doi.org/10.1001/jama.295.1.90
https://doi.org/10.1001/jama.295.1.90...
). As shown in Table 3, Applied Economics, Small Business Economics, and World Development have more publications than other journals, with an equivalent amount of 7 publications. Even if the journals have equal number of publication journals’ citations are different. This data makes them the most influential journals, but other journals also reported substantial contribution.
3.5. Keyword analysis
Keyword analysis useful for the academics to identify new concerns about the subject. Examining the article's keywords can help to identify the study goal of published publications and to apply it effectively in future research (Zou et al., 2019Zou, Y., Luo, Y., Zhang, J., Xia, N., Tan, G., & Huang, C. (2019). Bibliometric analysis of oncolytic virus research, 2000 to 2018. Medicine, 98(35), e16817. https://doi.org/10.1097/MD.0000000000016817
https://doi.org/10.1097/MD.0000000000016...
). Figure 2 represents network map of keywords used by the author in their studies. The thickness of the connecting lines, text size, and node size reveal the relationship with other terms (Sweileh et al., 2017Sweileh, W. M., Al-Jabi, S. W., AbuTaha, A. S., Zyoud, S. E. H., Anayah, F., & Sawalha, A. F. (2017). Bibliometric analysis of worldwide scientific literature in mobile-health: 2006-2016. BMC Medical Informatics and Decision Making, 17(1), 72. https://doi.org/10.1186/s12911-017-0476-7
https://doi.org/10.1186/s12911-017-0476-...
). Export orientation along with other keywords heighted in their presence more than three times used in studies. There is a lot of proximity between terms as well, which suggests a closer connection between different keywords. Export orientation, export, innovation, manufacturing, foreign direct investment, and import substitution are the keywords with significant impact.
The most cited paper on export orientation was published in 1995 by the author Rodrik (1995Rodrik, D. (1995). Getting interventions right: How South Korea and Taiwan grew rich. Economic Policy, 10(20), 53-107. https://doi.org/10.2307/1344538
https://doi.org/10.2307/1344538...
) which found the impacts of export orientation in the country’s economic growth. However, it was difficult to understand how export orientation might have been a major factor in these countries' development due to exports which were initially not significant enough to have a substantial impact on overall economic performance. Then, highly cited publications come up in different time periods and attracted scholars in the field.
3.6. Bibliometric coupling
This section displays clusters organized by topic. Scientific research articles from the last 5 years (from 2018 to 2022) were identified from the downloaded CSV file. A bibliographic coupling technique is used to identify the clusters. This technique was developed to evaluate the direction of recent contributions to the research area. This step helps to gain a better and deeper understanding of the current literature on a particular topic based on a condensed and recent time period (Andersen, 2019Andersen, N. (2019). Mapping the expatriate literature: A bibliometric review of the field from 1998 to 2017 and identification of current research fronts. The International Journal of Human Resource Management, 32(22), 4687-4724. https://doi.org/10.1080/09585192.2019.1661267
https://doi.org/10.1080/09585192.2019.16...
). The VOSViewer software is used for this analysis. Figure 3 illustrates a relatively coherent bibliographic network with seven clusters of references cited by 324 publications. These articles were published between 2018 and 2022. The link between them represents the bibliometric coupling and the nodes represent the articles. The names of the seven clusters and the main authors are listed in Table 4.
Cluster 1 “Marketing performance and export orientation”, covers the maximum studies is from last 5 years studies data. Mainly concerned with the export performance of the firms and growth aspiration, these motivations lead them to become export-oriented, showing how they can improve their export performance through export-oriented marketing strategies. Dubey and Das (2022Dubey, V. K., & Das, A. (2022). Role of governance on SME exports and performance. Journal of Research in Marketing and Entrepreneurship, 24(1), 39-74. https://doi.org/10.1108/JRME-08-2020-0109
https://doi.org/10.1108/JRME-08-2020-010...
) examined how governance, a stand-in for network effects, affected small and medium-sized businesses' (SME) expansion into new markets. The effect of supply network degree, closeness, and betweenness, centralities on firm performance, and export-orientation, was investigated by Lau et al. (2020Lau, A. K., Kajikawa, Y., & Sharif, N. (2020). The roles of supply network centralities in firm performance and the moderating effects of reputation and export-orientation. Production Planning & Control, 31(13), 1110-1127. https://doi.org/10.1080/09537287.2019.1700569
https://doi.org/10.1080/09537287.2019.17...
). The most intriguing discovery is that new market development is not always supported by governance institutions. Nurkayin and Ardyan (2018Nuryakin, -., & Ardyan, E. (2018). SMEs’ marketing performance: The mediating role of market entry capability. Journal of Research in Marketing and Entrepreneurship, 20(2), 122-146. https://doi.org/10.1108/JRME-03-2016-0005
https://doi.org/10.1108/JRME-03-2016-000...
) looked at how factors like export focus, new technology, low levels of competition, and product novelty influence aspirations for entrepreneurial growth that are restrained by financial resources.
Cluster 2, “Firm's productivity and efficiency orientation” conceptualized based on the objective of the studies. For instance, in Roosevelt (2021Roosevelt, M. (2021). The politics of productivity: Differences in exporting firms across domestic contexts. Business and Politics, 23(2), 221-242. https://doi.org/10.1017/bap.2020.12
https://doi.org/10.1017/bap.2020.12...
) who re-evaluates the link between certain firm-level characteristics and firms' propensity to export, taking into account how national-level political, economic, and geographic conditions affect these relationships. Malikov et al. (2020Malikov, E., Zhao, S., & Kumbhakar, S. C. (2020). Estimation of firm-level productivity in the presence of exports: Evidence from China's manufacturing. Journal of Applied Econometrics, 35(4), 457-480.) provided a workable identification strategy, whereby the firm's degree of export orientation provides the needed (excluded) relevant independent exogenous variation in endogenous freely varying inputs, thus allowing us to identify the production function. Tzeremes (2019Tzeremes, N. G. (2019). Technological change, technological catch-up and export orientation: Evidence from Latin American Countries. Journal of Productivity Analysis, 52(1-3), 85-100. https://doi.org/10.1007/s11123-019-00566-5
https://doi.org/10.1007/s11123-019-00566...
) showed that, up to a certain point, lower export shares enhance countries’ technological catch-up levels. The results also reveal that higher export shares affect positively their technological change levels. Setiawan et al. (2019Setiawan, M., Effendi, N., Heliati, R., & Waskito, A. S. A. (2019). Technical efficiency and its determinants in the Indonesian micro and small enterprises. Journal of Economic Studies, 46(6), 1157-1173. https://doi.org/10.1108/JES-08-2018-0298
https://doi.org/10.1108/JES-08-2018-0298...
) investigated the technical efficiency (TE) of micro and small enterprises (MSEs) and its determinants in the Indonesian manufacturing sector covering comprehensive subsectors.
Cluster 3, “Local to global upgradation and export orientation”, the studies mentioned in this cluster focus the aspects of international trade and industrial development of local firms which aspiring to be global players. Fu et al. (2021Fu, R., Li, C., & Wang, L. (2021). Market power in the Irish beef processing industry. Sustainability, 13(11), 6453. https://doi.org/10.3390/su13116453
https://doi.org/10.3390/su13116453...
) investigate the adoption of technology among clothing manufacturers in Bangladesh, while Lee et al. (2021Lee, K., Qu, D., & Mao, Z. (2021). Global value chains, industrial policy, and industrial upgrading: Automotive sectors in Malaysia, Thailand, and China in comparison with Korea. European Journal of Development Research, 33(2), 275-303. https://doi.org/10.1057/s41287-020-00354-0
https://doi.org/10.1057/s41287-020-00354...
) examined the development paths of the automotive sector in Malaysia, Thailand, and China. Pietrzak et al. (2020Pietrzak, M., Chlebicka, A., Kraciński, P., & Malak-Rawlikowska, A. (2020). Information asymmetry as a barrier in upgrading the position of local producers in the global value chain-Evidence from the apple sector in Poland. Sustainability, 12(19), 7857. https://doi.org/10.3390/su12197857
https://doi.org/10.3390/su12197857...
) explore the barriers to upgrading the position of local producers in the global value chain, while Ali et al. (2018Ali, J., Yusuf, N., & Ali, T. (2018). International Export Orientation and Firm’s Performance: Evidence from enterprise survey data of India. Journal of Asia-Pacific Business, 19(4), 246-260. https://doi.org/10.1080/10599231.2018.1525248
https://doi.org/10.1080/10599231.2018.15...
) analyze the performance of firms with respect to their export orientation. Finally, Seenaiah and Rath (2018Seenaiah, K., & Rath, B. N. (2018). Determinants of innovation in selected manufacturing firms in India: Role of R&D and exports. Science, Technology and Society, 23(1), 65-84. https://doi.org/10.1177/09717218177444
https://doi.org/10.1177/09717218177444...
) examine the determinants of innovation in selected manufacturing firms in India and suggest policy implications for boosting innovation through export orientation and R&D investment. Overall, these studies contribute to our understanding of the factors that influence industrial development and competitiveness in a globalized world.
Cluster 4, “industrial policy, manufacturing and export orientation” three sources in this cluster discuss various factors that contributed to the economic success of certain countries or regions. Cherif and Hasanov (2020Cherif, R., & Hasanov, F. (2020). Principles of true industrial policy. Journal of Globalization and Development, 10(1), 20190034. https://doi.org/10.1515/jgd-2019-0034
https://doi.org/10.1515/jgd-2019-0034...
) identify three key principles behind economic miracles, including the support of domestic producers in sophisticated industries, export orientation, and fierce competition with strict accountability. Oqubay (2019Oqubay, A. (2019). The structure and performance of the Ethiopian manufacturing sector. The Oxford Handbook of the Ethiopian Economy, 630-650.) analyzes the challenges and potential for structural transformation in the manufacturing sector based on evidence from the past 25 years. Jones (2019Jones, L. P. (2019). Big business groups in South Korea: Causation, growth, and policies. In L.-J. Cho & Y. H. Kim (Eds.), Korea's Political Economy: An Institutional Perspective (pp. 499-527). Routledge.) discusses the factors that contributed to Korea's high growth rate, including export orientation, Confucian culture, correct price setting, intelligent government intervention, and technological change.
Cluster 5 “technology as a stimulant for change”, in this cluster, studies are conducted by Singla focusing technology. Several key technology push (TP) strategies influencing sustainable development were estimated and extracted by Singla et al. in 2019Singla, A., Ahuja, I. S., & Sethi, A. S. (2019). An examination of effectiveness of technology push strategies for achieving sustainable development in manufacturing industries. Journal of Science and Technology Policy Management, 10(1), 73-101. https://doi.org/10.1108/JSTPM-10-2017-0048
https://doi.org/10.1108/JSTPM-10-2017-00...
. The importance of various technological push (TP) and demand pull (DP) practices significant for attaining sustainable development was assessed by Singla et al. (2018aSingla, A., Ahuja, I. S., & Sethi, A. P. S. (2018a). Comparative analysis of technology push strategies influencing sustainable development in manufacturing industries using Topsis and Vikor Technique. International Journal for Quality Research, 12(1). https://doi.org/10.18421/IJQR12.01-08
https://doi.org/10.18421/IJQR12.01-08...
) in a separate study. Singla et al. (2018bSingla, A., Ahuja, I. S., & Sethi, A. P. S. (2018b). Technology push and demand pull practices for achieving sustainable development in manufacturing industries. Journal of Manufacturing Technology Management, 29(2), 240-272. https://doi.org/10.1108/JMTM-07-2017-0138
https://doi.org/10.1108/JMTM-07-2017-013...
) The goal of the study is to evaluate how different technology push (TP) tactics impact sustainable development. In order to achieve sustainable development, the studies concentrated on technological push strategy, innovative capability, research and development, corporate strategy, and export orientation. Corporate strategy and inventive capability are two TP strategies that are discovered to be significant in the current setting. It is also agreed that manufacturing companies need to manage some TP-DP processes more aggressively.
Cluster 6, “competitive strategy for export orientation” conceptualized base on the studies of Dinh et al. (2019Dinh, H. P., Nguyen, P. V., & Hosseini, J. C. (2019). The impact of product diversification and capital structure on firm performance: Evidence from Vietnamese manufacturing enterprises. Journal for Global Business Advancement, 12(1), 95-116. https://doi.org/10.1504/JGBA.2019.10021554
https://doi.org/10.1504/JGBA.2019.100215...
) measured the impact of product diversification and capital structure on firm performance, and Blazquez and Domenech (2018Blazquez, D., & Domenech, J. (2018). Web data mining for monitoring business export orientation. Technological and Economic Development of Economy, 24(2), 406-428. https://doi.org/10.3846/20294913.2016.1213193
https://doi.org/10.3846/20294913.2016.12...
) examined the viability of monitoring firm export orientation from automatically retrieved web variables.
Cluster 7 “Value chain coordination” conceptualized only on the basis of two studies. Both the studies are conducted in an Albanian context, relating export orientation. Xhoxhi et al. (2020Xhoxhi, O., Stefanllari, A., Skreli, E., & Imami, D. (2020). How intermediaries' power affects contract farming decisions: Evidence from the medicinal and aromatic plant sector in Albania. Journal of Agribusiness in Developing and Emerging Economies, 10(5), 529-544. https://doi.org/10.1108/JADEE-03-2019-0035
https://doi.org/10.1108/JADEE-03-2019-00...
) focused on how intermediaries' power affects contract farming decisions, while Keco et al. (2019Keco, R., Xhoxhi, O., Skreli, E., & Imami, D. (2019). To contract or not contract: Implications for farmer-buyer trading relation performance. International Journal on Food System Dynamics, 10(2), 151-161. https://doi.org/10.18461/ijfsd.v10i2.09
https://doi.org/10.18461/ijfsd.v10i2.09...
) analyzed the value chain coordination of greenhouse vegetables. Accordingly, greenhouse vegetables have a strong export orientation. Studies focuses only on one sector with export orientation.
4. Conclusion
Export Orientation has developed a relatively extensive knowledge base and theoretical contributions since its first publication. It is important to analyze and understand the current status and trends of export-oriented research. This study can help identify new research concerns and provide indications of scientific research topics, academic innovations, and the development of international trade. The results of this bibliometric analysis can also help future scholars produce high-impact publications in the field of export orientation and international trade.
This paper emphasizes the importance of export orientation and recommends to researchers that export orientation must be thoroughly studied in order to achieve a country's intended international trade goals. Moreover, research on export orientation remains important for any country that wants to maintain its trade balance and be competitive in the global market. This article had several shortcomings in terms of providing reference and suggestions for scholars interested in this topic as well as decision-makers from governments and businesses, as well as contributing to a more in-depth study. Finally, the percentage of GDP spent on research, the number of research institutions, the number of established scientific journals, and English as the primary language for publication all contribute to improved research documentation.
5. Implications
This study is useful for researchers and policy makers who want to learn more about the embodied flows associated with export orientation. Overall, this is an important research topic whose scope needs to be broadened to address international trade and firms' market orientation more comprehensively. This paper attempts to clarify how the literature has evolved and what contributions have been made in terms of journals, authors, bibliometric linkages, and country contributions, which is crucial for academic and policy implementation.
The analysis of export orientation based on bibliometric studies can provide useful guidance for the formulation and implementation of both export marketing plans and national programs for export growth. The study shows that despite the fact that export is at the center of international trade among countries' research interests, export-related issues receive less attention in emerging economies. The lack of meaningful studies from emerging markets sends an important message to these countries: companies that allocate adequate resources to export marketing research are more likely to succeed in export markets. Consequently, effective national export policies need to be formulated with a focus on promoting ongoing export activities, and policies need to be regularly evaluated and updated based on market developments and export-oriented research. The study also highlights the need for exporting firms in developing countries to focus on developing and maintaining well-structured export learning capabilities that are most effective in a competitive and turbulent export environment.
For building high customer value, and achieving sustainable competitive advantage, market orientation is important for a company to achieve remarkable success in the market. Therefore, exporting companies in both developed and developing countries should be aware of the current trends in export orientation literature to ensure that export performance is improved through export learning capabilities, taking into account several things. Companies need to develop their export orientation by focusing on issues specific to the foreign market environment, as the international market has a more complex environmental structure than the domestic market. It is also important to remember that a great performance achieved in the domestic market cannot be easily transferred to the foreign market; therefore, enterprises must focus on research and development to maximize their competitive advantage in the international market.
With the increasing influence of globalization and international trade, companies also need to seize more opportunities in foreign markets, which in turn highlights the importance of R&D. In terms of understanding customer needs, sustainable competitive strategies, and dealing with external influences, companies with a high level of R & D in their export operations have outperformed their competitors in foreign markets (Tung & Binh, 2022Tung, L. T., & Binh, Q. M. Q. (2022). The impact of R&D expenditure on firm performance in emerging markets: Evidence from the Vietnamese listed companies. Asian Journal of Technology Innovation, 30(2), 447-465. https://doi.org/10.1080/19761597.2021.1897470
https://doi.org/10.1080/19761597.2021.18...
).
It is also suggested that policy makers should focus on strategies to improve exports by making better use of limited resources and learning capacities. This would help countries pool their limited resources and focus on environmentally and competitively stable markets to achieve higher performance and profitability.
Finally, export orientation research is a reliable predictor of a country's export growth. Therefore, it is critical for developing countries to better target their efforts. In order to develop more appropriate policy planning and effective and efficient export promotion programs, countries need to identify the export orientation of firms so that they can increase their competitiveness in international trade. The study's findings suggest that government institutions should make greater efforts to raise public awareness of the importance of export orientation and provide a wider range of opportunities for companies through export-oriented research. It also suggests that the government should take proactive export orientation measures to increase export growth, performance and profitability.
6. Future research direction based on recent five-years’ studies
Several scholars have long been interested in export market orientation, which has been studied both theoretically and empirically in the literature on international business. When it comes to economic development issues, the last decade has been dominated by what is now known as export-led growth or export orientation (see Figure 1). The ability to continuously improve the export structure in particular, and the commodity pattern of exports in general, are perhaps the most important elements of sustainable export-led growth, according to the recent literature of the last five years. This bibliometric study shows substantial progress in our understanding of export orientation. Notwithstanding this progress, the characteristics make it clear that additional research is needed in some areas. We explore four potential areas (sustainability, digital technology, innovation, and entrepreneurship) for future study. By filling the research gap, we can better understand each research topic and develop a clear understanding of export orientation.
Sustainability (Carreón-Gutiérrez & Saiz-Álvarez, 2019Carreón-Gutiérrez, J. P., & Saiz-Álvarez, J. M. (2019). Product newness, low competition, recent technology, and export orientation as predictors for entrepreneurial growth aspirations. Sustainability, 11(20), 5818. https://doi.org/10.3390/su11205818
https://doi.org/10.3390/su11205818...
; Fang & Zhang, 2018Fang, C., & Zhang, J. (2018). Performance of green supply chain management: A systematic review and meta analysis. Journal of Cleaner Production, 183, 1064-1081. https://doi.org/10.1016/j.jclepro.2018.02.171
https://doi.org/10.1016/j.jclepro.2018.0...
; Fu et al., 2021Fu, R., Li, C., & Wang, L. (2021). Market power in the Irish beef processing industry. Sustainability, 13(11), 6453. https://doi.org/10.3390/su13116453
https://doi.org/10.3390/su13116453...
; Haller et al., 2021Haller, C., Plotkina, D., & Vo-Thanh, T. (2021). Social media use of small wineries in Alsace: Resources and motivations analysis. Sustainability, 13(15), 8149. https://doi.org/10.3390/su13158149
https://doi.org/10.3390/su13158149...
; Kopytin et al., 2020Kopytin, I., Maslennikov, A., Sinitsyn, M., Zhukov, S., & Zolina, S. (2020). Will carbon tax constrain oil production in canada? In D. B. Solovev (Ed.), Smart technologies and innovations in design for control of technological processes and objects: Economy and production (Vol. 1, pp. 793-803). Springer International Publishing.; Kutnjak et al., 2019Kutnjak, G., Miljenović, D., & Mirković, A. (2019). Improving competitiveness of small and medium-sized enterprises with the application of quality management system. Pomorstvo, 33(1), 11-21. https://doi.org/10.31217/p.33.1.2
https://doi.org/10.31217/p.33.1.2...
; Lau et al., 2020Lau, A. K., Kajikawa, Y., & Sharif, N. (2020). The roles of supply network centralities in firm performance and the moderating effects of reputation and export-orientation. Production Planning & Control, 31(13), 1110-1127. https://doi.org/10.1080/09537287.2019.1700569
https://doi.org/10.1080/09537287.2019.17...
; Pietrzak et al., 2020Pietrzak, M., Chlebicka, A., Kraciński, P., & Malak-Rawlikowska, A. (2020). Information asymmetry as a barrier in upgrading the position of local producers in the global value chain-Evidence from the apple sector in Poland. Sustainability, 12(19), 7857. https://doi.org/10.3390/su12197857
https://doi.org/10.3390/su12197857...
; Singla et al., 2018aSingla, A., Ahuja, I. S., & Sethi, A. P. S. (2018a). Comparative analysis of technology push strategies influencing sustainable development in manufacturing industries using Topsis and Vikor Technique. International Journal for Quality Research, 12(1). https://doi.org/10.18421/IJQR12.01-08
https://doi.org/10.18421/IJQR12.01-08...
; Singla et al., 2018bSingla, A., Ahuja, I. S., & Sethi, A. P. S. (2018b). Technology push and demand pull practices for achieving sustainable development in manufacturing industries. Journal of Manufacturing Technology Management, 29(2), 240-272. https://doi.org/10.1108/JMTM-07-2017-0138
https://doi.org/10.1108/JMTM-07-2017-013...
; Varblane & Bormann, 2019Varblane, U., & Bormann, S. K. (2019). Does the pursuit of more complex products contribute to the productivity of exporting firms? International Journal of Manpower, 40(6), 1131-1150. https://doi.org/10.1108/IJM-03-2018-0092
https://doi.org/10.1108/IJM-03-2018-0092...
)
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How the benefits of adopting GSCM practices by a firm can spillover to its supply chain partners.
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Can emerging or developed countries compare TP strategies, influencing sustainable development in manufacturing industries.
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How technology push and demand-pull practices can support for achieving sustainable development in emerging and developed economies.
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Modes of governance use in value chain and its institutional environment also seem to be very promising directions for future research.
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How product newness, low competition, recent technology, and export orientation can increase the aspirations of growth for nascent and established entrepreneurs.
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To identify relevant factors to re-examine their ambiguities and possible omissions in each of the quality management domains
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The market power estimation model could be extended to discuss exports and subsidies issues from both theoretical and empirical perspectives.
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Need to focus on analysis of functional upgrading in ------ GVCs of the same product.
Digital technology (Blazquez & Domenech, 2018Blazquez, D., & Domenech, J. (2018). Web data mining for monitoring business export orientation. Technological and Economic Development of Economy, 24(2), 406-428. https://doi.org/10.3846/20294913.2016.1213193
https://doi.org/10.3846/20294913.2016.12...
; Brieger et al., 2022Brieger, S. A., Chowdhury, F., Hechavarría, D. M., Muralidharan, E., Pathak, S., & Lam, Y. T. (2022). Digitalization, institutions and new venture internationalization. Journal of International Management, 28(4), 100949. https://doi.org/10.1016/j.intman.2022.100949
https://doi.org/10.1016/j.intman.2022.10...
; Singla et al., 2019Singla, A., Ahuja, I. S., & Sethi, A. S. (2019). An examination of effectiveness of technology push strategies for achieving sustainable development in manufacturing industries. Journal of Science and Technology Policy Management, 10(1), 73-101. https://doi.org/10.1108/JSTPM-10-2017-0048
https://doi.org/10.1108/JSTPM-10-2017-00...
; Tzeremes, 2019Tzeremes, N. G. (2019). Technological change, technological catch-up and export orientation: Evidence from Latin American Countries. Journal of Productivity Analysis, 52(1-3), 85-100. https://doi.org/10.1007/s11123-019-00566-5
https://doi.org/10.1007/s11123-019-00566...
)
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Research related to web data mining for monitoring business export orientation
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Technology push strategies can be attempted in other emerging and developed economies to show the dependency of sustainable development on different attributes.
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The bi-directional causality of trade and FDI policies on countries’ productivity components can be investigated
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Research related to technological upgrading and challenges in the Thai Automotive Industry
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Investigate the negative effects of digitalization in the context of (international) entrepreneurship
Innovation (Chu & Hoang, 2022Chu, L. K., & Hoang, D. P. (2022). Determinants of firm-level innovation performance: New evidences from asean manufacturing firms. The Singapore Economic Review, 67(03), 953-983. https://doi.org/10.1142/S0217590821450016
https://doi.org/10.1142/S021759082145001...
; Dogru & Peyrefitte, 2022Dogru, A., & Peyrefitte, J. (2022). Investigation of innovation in wine industry via meta-analysis.Wine Business Journal, 5(1), 44-76. https://doi.org/10.26813/001c.31627
https://doi.org/10.26813/001c.31627...
; Guelich, 2020Guelich, U. (2020). Wishful thinking versus reality: High-growth aspirations of start-ups and established entrepreneurs in ASEAN. Asian Academy of Management Journal, 25(1). https://doi.org/10.21315/aamj2020.25.1.8
https://doi.org/10.21315/aamj2020.25.1.8...
; Harrison & Pooe, 2022Harrison, G. J., & Pooe, D. (2022). Modelling the antecedents for export orientation, innovation capacity and performance for South African manufacturing SMEs. Acta Commercii - Independent Research Journal in the Management Sciences, 22(1), 1-12.; Kenesheva &Alimbayev, 2018Kenesheva, G., & Alimbayev, A. (2018). Technological modernization of industry.Journal of Applied Economic Sciences,13(8), 2416-2426.; Kazemi et al., 2021Kazemi, A., Rousta, A., & Na’ami, A. (2021). Analyzing the impact of export orientations on export performance through innovation and internationalization: The mediation-moderation model. Iranian Journal of Management Studies, 14(4), 761-776. https://doi.org/10.22059/IJMS.2021.308642.674185
https://doi.org/10.22059/IJMS.2021.30864...
)
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More channels through which pressures from the other stakeholders can be identified.
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How innovation can boost export performance through an export learning orientation.
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How the factors, including their financial resources, stakeholder demands, and interactions with the government can influence firms' strategic decisions on innovation.
Entrepreneurship (Capelleras et al., 2018Capelleras, J.-L., Martin-Sanchez, V., Rialp, J., & Shleha, W. (2018). Entrepreneurs’ export orientation and growth aspirations: The moderating role of individual human capital, studies on entrepreneurship, structural change and industrial dynamics. In G. Bosio, T. Minola, F. Origo& S. Tomelleri (Eds.), Rethinking entrepreneurial human capital (pp. 63-87). Springer. https://doi.org/10.1007/978-3-319-90548-8_4
https://doi.org/10.1007/978-3-319-90548-...
; Carreón-Gutiérrez & Saiz-Álvarez, 2019Carreón-Gutiérrez, J. P., & Saiz-Álvarez, J. M. (2019). Product newness, low competition, recent technology, and export orientation as predictors for entrepreneurial growth aspirations. Sustainability, 11(20), 5818. https://doi.org/10.3390/su11205818
https://doi.org/10.3390/su11205818...
; Guelich, 2020Guelich, U. (2020). Wishful thinking versus reality: High-growth aspirations of start-ups and established entrepreneurs in ASEAN. Asian Academy of Management Journal, 25(1). https://doi.org/10.21315/aamj2020.25.1.8
https://doi.org/10.21315/aamj2020.25.1.8...
; Kazemi et al., 2019Kazemi, A., Rousta, A., & Na’ami, A. (2019). The causal model of export entrepreneurship and export market orientation on export performance: A case study of food and agricultural products export companies. Journal of System Management, 5(4), 113-124. https://journals.iau.ir/article_671550_b17757df227399877085ef63679cf95b.pdf
https://journals.iau.ir/article_671550_b...
; Kanellos & Siokas, 2021Kanellos, N., & Siokas, G. (2021). Identifying key factors of the knowledge-intensive entrepreneurship: Evidence from greek high-tech sectors. In D. P. Sakas, D. K. Nasiopoulos & Y. Taratuhina (Eds.), Business Intelligence and Modelling: Unified Approach with Simulation and Strategic Modelling in Entrepreneurship (8th ed., pp. 157-163). Springer International Publishing.; Nawaz et al., 2022Nawaz, M. S., Sheikh, M. F., & Rasheed, M. S. (2022). Relationship between entrepreneurial export orientation and export entrepreneurship: Empirical evidence from Pakistan. Journal of Development and Social Sciences, 3(3), 408-417. https://doi.org/10.47205/jdss.2022(3-IV)40
https://doi.org/10.47205/jdss.2022(3-IV)...
)
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The relation between the greater an entrepreneur's export orientation, and the greater their desire for growth need further study.
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How the importance of educational attainment, acquiring current technology, and the novelty of the product all would support the company's aspirations for entrepreneurial growth.
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Entrepreneurs running their companies learn more about how an organisation deploys growth through implementation.
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ASSOCIATE EDITOR
Publication Dates
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Publication in this collection
20 May 2024 -
Date of issue
2024
History
-
Received
20 Jan 2023 -
Reviewed
23 Mar 2023 -
Accepted
08 May 2023 -
Published
30 Apr 2024 -
Corrected
02 Aug 2024