Examining the efficacy of non-market and market driving activities of B2B international firms

Huda Khan*, Hina Khan, Ibrahim Abosag, Pervez N Ghauri

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

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This study examines the impact of entrepreneurial and branding orientations on the two facets of market driving activities (market and non-market focused) of B2B firms for international market performance. Using empirical data (n= 108) on European firms, this study finds that entrepreneurial orientation influences both facets of market driving activities. Further, these effects are stronger under a strong branding orientation. Market focused aspect of the driving activities fully mediates the effects of entrepreneurial orientation and market performance. Applying resource-based and market orientation theories, and contradicting studies that emphasise the adoption approach of market orientation for business success, our findings suggest that international performance of B2B firms is enhanced using a market driving approach. Unlike market-oriented firms, market-driving companies do not adopt, but instead
Original languageEnglish
Pages (from-to)97-108
Number of pages12
JournalIndustrial Marketing Management
Early online date11 Apr 2023
Publication statusPublished - May 2023


  • Entrepreneurial orientation
  • Branding orientation
  • Non-market driving activities
  • Market driving activities
  • International performance


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