ABSTRACT
This chapter aims to develop and test the tools for measurement of entrepreneurial marketing orientation (EMO) of the exporting small and medium-sized enterprises (SMEs). A sample comprising 300 Polish SMEs, including over 44% international new ventures, representing manufacturing branches, and mostly owned exclusively by Polish capital is analysed with use of SEM modelling. The conceptualization, based on refining previously tested models, comprises five EMO dimensions: proactiveness, opportunity focus, value creation, customer orientation, and low-risk marketing. The parameters of entrepreneurial marketing orientation models are compared in groups of companies serving different client types. Furthermore, the EMO levels in SMEs characterized by different internationalization paths are compared.
