Customer Orientation in the International New Ventures from Poland – Empirical Study Results
Customer Orientation in the International New Ventures from Poland – Empirical Study Results

Summary/Abstract: The significance of marketing in early internationalization of new ventures (INVs) from Poland has not been thoroughly examined yet. Therefore this article’s aim is to explore the customer orientation (CO) concept and its role in the internationalization of small and medium-sized Polish exporters. The results of empirical research concerning INVs from the Polish manufacturing sector, carried out in January-April 2017, are presented. In the study a semi-structured individual interview method and theoretical EMICO framework have been applied to examine the application of entrepreneurial marketing (EM) concept. The results show how the studied Polish INVs understand the CO concept and what role it plays among the EM elements. The study also contributes to defining the CO concept, by specifying its descriptors in confrontation with earlier studies, which can be useful for application in future research.

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