Customer-centric strategy driving innovativeness and business growth in international markets

Purpose The motivation for this study comes from decision making related to strategic marketing orientations in international markets. authors examine if customer orientation and relationship perform as two distinct constructs driving firm innovativeness, how together they support business growth among export firms. This aims suggest a customer-centric strategy firms that drive innovativeness growth. Design/methodology/approach An corporation specialized company information services provided list of the contact Italian companies. sent an email request respond online survey received 416 effective responses operating propose empirically test model which orientation, predict controls effects size, industry type (B2B vs. B2C). Findings findings are innovativeness. However, do not directly affect Instead, require exporter materialize Practical implications results recommend strategies focusing only on needs satisfaction but also retaining current customers building relationships Firms can learn develop spread acquired into internal decision-making it contributes Originality/value is one pioneering studies combining showing their theoretical empirical divergence. first tests with promote add understanding synergistic both using developing deeper performance exporters.