This research paper presents the relationship between the proactive orientation towards the market and the novelty degree of innovation in the internationalization of companies, measured with the export intensity. The data to test the hypothesis of the research were obtained from a sample of Colombian manufacturers from the Second Survey of Development and Technological Innovation, conducted by the National Administrative Department of Statistics (DANE by its abbreviation in Spanish) in Colombia. The survey seeks to establish the dynamics of technological development of the Colombian manufacturing company in terms of the intensity and trajectory of the innovation and technological development activities. From the total number of companies consulted, there were 297 in different sectors that responded to the survey and provided their information to be used in the study. The data were treated by means of a model of ordered logistic regression, whose result was the conclusion that there is a positive relationship between the proactive orientation towards the market and the export intensity, while it was not possible to demonstrate the relationship between novelty in innovation and the same export intensity. Despite the results that were obtained, one of the limitations was the difficulty for the homogenization of the sample, which is the reason why once uniform samples can be established, in their characteristics, the obtained results can be applied specifically to the economic sector, the geographical region, or the business size that is chosen for future analysis.