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Companies in emerging markets have found that exporting is the most popular mode of entry in international business. However, popularity does not necessarily equate to successful export performance. This study applies the Resource-Advantage (R-A) theory as the platform to understand why some export companies perform better than others. Using survey data of 346 small and medium-sized Turkish exporters, results suggest that both export market orientation and marketing capabilities have direct positive effects on export performance. Moreover, competition intensity weakened the effects of export market orientation on export performance.

Export market orientation, marketing capabilities and export performance of SMEs in an emerging market: a resource-based approach