3.2.2. Export market-oriented training systems
Empirical evidence from export (Cadogan et al., 2001) and
non-export-specific studies (e.g., Ruekert, 1992) indicates that
training employees how to behave is an effective way of
developing market-oriented behavior. Not only does training
furnish employees with the skills necessary to carry-out export
marketing tasks, it can educate them also to be sensitive to the
differing needs of foreign customer groups, and help them to
become aware of the need to handle cultural, political and
economic differences with care. For these reasons, we test the
following hypothesis: