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Integrated Model of Export Activity: Analysis of Heterogeneity in Managers' Orientations and Perceptions on Strategic Marketing Management in Foreign Markets

The current work has two main objectives. First, after building an integrated model, we analyze relations between managers' perceptions, orientations, behaviors, and attitudes toward exporting. Second, we examine whether these relations differ between groups of firms. The results confirm that organizational learning (evaluated using the relation past export performance-export proactivity-export market orientation) acts as an antecedent of both export commitment and adaptation of the marketing mix to the foreign markets. The findings indicate that the variables export commitment and marketing-mix adaptation determine perceived competitive advantages in the foreign markets, and these perceived competitive advantages condition managers' attitudes toward future exporting. The results also suggest the existence of two latent classes—proactive and conservative exporters—and the characteristics of these two distinct types of exporters are described.