The Performance of Tunisian International New Ventures: Entrepreneurial Orientation, Market Orientation and Marketing Capabilities

Abstract

The objective of this research is to study and understand how international business orientation, market orientation and marketing capabilities influence the performance of International New venture (INV).To this end, a quantitative analysis using the structural equation method is used with 131 Tunisian international new ventures. The results show that international entrepreneurial orientation and market orientation are positively related to the performance of Tunisian international new ventures and the interaction between these two orientations generates a positive effect on marketing capacities and subsequently on international performance.