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Purpose The purpose of this paper is to determine the relative importance of deliberate learning, learning from experience and relevant learning co-variates in pursuing market learning, and to assess the impact of market learning on export performance in smaller firms. Design/methodology/approach A theoretical model was initially developed and subsequently tested using survey data. The standard two step approach of first testing the measurement model and then estimating the structural model was adopted. Findings The results provide concrete evidence that among SMEs, deliberate learning has a greater impact on export market learning as compared to experience accumulation, and that market learning has a significant effect on export performance. The results also show that absorptive capacity and commitment to learning are significant co-variates of market learning. Originality/value This paper focuses on the role of deliberate learning vis-a-vis learning by experience in achieving foreign market learning and export performance in smaller firms. It addresses a major limitation of organisational learning studies which tend to focus mainly on experiential learning and organisational learning in large organisations.

Purpose This study aims to gauge the interactive effect of export intensity and diversity on export performance among exporters in an emerging economy and explore the moderating effect of export intermediaries on the internationalization–export performance relationship. Design/methodology/approach A survey was undertaken among a convenience sample of small and medium exporters located in Guangdong and Fujian Provinces in South China. Findings The results show that intensity and diversity interact negatively with export performance, whereas the use of export agents registered a positive effect. Exporters pursuing a strategy of high export intensity will achieve better performance provided that these exports are concentrated in a few countries. Using export agents can help in enhancing the intensity–performance relationship but not that for diversity–performance. Practical implications Chinese exporters are advised not to blindly pursue international expansion without regard to their own resources and capabilities. They should try to strike a balance between intensity and diversity and employ external agents when needed. Originality/value This research seeks to address the void in the literature on how export intensity and diversity should be balanced to create a positive effect on the performance of exporting ventures in an emerging economy, which is under-addressed in the literature. It is also found that employment of export intermediaries is not always good for export performance.

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