Psychometric analysis of export market orientation measurement scale in Croatian SME exporters’ context

Market orientation is a vital construct of the marketing concept. Although different conceptualization approaches to market orientation have been discussed by literature so far, a common denominator is its interdependence with business performance. Increasing globalization trends affect both the markets’ convergence and competition. Consequently, focusing on market orientation within an international context is of utmost importance. Export market orientation (EMO) is relatively new concept, which puts market orientation into the international context. Since export is a dominant international entry strategy in the Croatian economy which comprises mostly SMEs, it is crucial to investigate the importance of the EMO in the Croatian SME context. Determining an appropriate measurement scale of the EMO to be applied in various national research contexts leading to generalization represents a challenge for marketing academicians. The paper aims to find out whether the EMO construct and measurement scale can be applied within the Croatian SME context. The authors have used the exploratory and the confirmatory factor analysis to determine the psychometric properties of the EMO scale. The results of psychometric assessment of the EMO scale confirm its dimensionability, reliability, validity and applicability in the Croatian SME context. Results clearly indicate the necessity of pursuing EMO activities in order to achieve a high level of export performance.