Drivers of the Implementation of Strategies in Latin American Firms’ Export Performance

Abstract

This study examines the relationships among competitive strategies (differentiation and costleadership), MO (market orientation), and export performance. We used a questionnaire survey of executives of manufacturing and service companies in Peru, Brazil, Mexico and Chile and employed a structural model equation to test the hypotheses and confirmatory factor analysis to develop the underlying multi-item constructs. We find that MO mediates the implementation of competitive strategies in export performance. Additionally, differentiation strategy have a greater impact on MO than cost strategy. We conclude with implications and future research.

What is next for sustainable competitive advantages in pandemic outbreak context?

“…Narentheren and Haim (2014) conceptualization and operationalization of SCA measures with two dimensions were adopted, namely LCA and DFA due to the scale items concentrate on the primary elements of SCAs and "the required characteristics of unidimensionality, reliability and validity". Past researches conducted by Azaj et al (2020) and Heredia et al (2017) that were based on Narentheren and Haim (2014) measures further ascertained fairly high reliability coefficients in the export organization and banking sector, respectively. Hence, it further ascertained that Narentheren and Haim (2014)'s measurement is highly suited to be used in the electronics manufacturing organization, which experienced the similar fierce market competition setting.…”

“…This paper is a novel research for Malaysian electronics industry survival and SCAs in post pandemic outbreak context as compared to the past researches conducted by Azaj et al (2020), Heredia et al (2017) and Naratheen and Haim (2014) that focuses on the populations in export organization and banking sector, hotel industry setting, respectively. The result of research would extensively contribute to the body of knowledge by validating the SCA measurements in Malaysian electronics industry context as measurement validations studies are barely found.…”