3.2. Export systems
3.2.1. Export market-oriented reward systems
A market-based reward system is identified as being a key
determinant of market orientation in non-export-specific studies
of market orientation's antecedents (Jaworski & Kohli, 1993;
Pulendran et al., 2000; Ruekert, 1992). Cadogan et al. (2001)
extend this logic into the export setting, and argue that if
employees are rewarded on export market-based criteria (such
as export market share, export customer retention, export
customer satisfaction indexes), they are more likely to adopt
EMO behaviors. Their findings provide partial support for this
notion: while they uncover a positive relationship between
export market-based rewards and EMO behavior in their study
of New Zealand exporters, in their sample of Finnish exporters,
export market-based rewards are not related to EMO behavior.
Consequently, in order to further examine the importance of
market-based rewards on EMO behavior, we propose to test the
following hypothesis: