Antecedents and consequences of market orientation in international B2B market: role of export assistance as a moderator

Purpose The significance of market orientation (MO) in industrial marketing literature is immense. Separately, the role dynamic managerial capability (DMC) as an individual-level has been found to be beneficial business-to-business (B2B) transactions. However, assessments DMC antecedent complement MO achieving firm performance are rare. To address this knowledge gap, study builds upon a research framework on theory and literature. Additionally, aims investigate how export assistance avails MO-firm relationship assists entrepreneurs thrive international market. Design/methodology/approach was conducted among entrepreneurial manufacturing firms apparel industry Bangladesh. Structural equation modelling used hypothesized 329 firms. Findings Two attributes DMC, namely, social capital cognition improve process mediates between performance. positively moderates financial firm. Originality/value requires complementary capabilities realize value it efficiently. This strongly advocates nurture leverage capitalize emerging opportunities by productively using assistance. Firms economies often suffer from resource-scarcity mitigates barriers expand operations yield liberty operating B2B