The effect of export market-oriented culture on export performance

Abstract

Purpose The purpose of this paper is to examine how export learning capability and export environmental turbulence serve as mechanisms and boundary conditions to link export market-oriented culture to export performance. Design/methodology/approach A quantitative approach was undertaken to analyse longitudinal data of 249 small- and medium-sized exporting firms in Nigeria, a Sub-Saharan African economy. Findings Four major findings emerged from the study. First, export market-oriented culture positively influences export performance. Second, possessing an export market-oriented culture results in the development of high export learning capabilities. Third, export learning capability mediates the relationship between export market-oriented culture and export performance. Fourth, increases in export environment turbulence weaken the positive effect of export learning capability on export performance. Research limitations/implications This study does not investigate moderating effects which might affect the relationship between export market-oriented culture and export learning capability as this was beyond the scope of this study. Originality/value This study looks at developing economy environment as a unique context to examine the direct, mediating, and moderating effects of export market-oriented culture on export performance.

Greasing the wheels or blocking the path? Organizational structure, product innovativeness, and new product success☆

“…We also controlled for environmental influences with the variable export competitive dynamism since new product failure could be more likely in highly competitive markets (Song & Parry, 1997). We measured export competitive dynamism with three items from Olabode, Adeola, and Assadinia (2018). As exporting occurs within the institutional environment of the export markets (Oliveira et al, 2018), we also controlled for export institutional barriers in export markets, measured with Oliveira's et al (2018) three item measurement scale.…”

Export market orientation and its consequences: a meta-analytic review and assessment of contextual and measurement moderators

“…As a large body of research has been accumulated to examine the relationship between export market orientation and its outcomes, this study aimed to conduct a meta-analysis to aggregate and synthesize all empirical findings via summarizing results for the link between export orientation and its consequences and identifying possible variables that moderate these relationships. First, the findings provide an important insight into the effect of export market orientation as a critical precursor on both innovation performance and capability building, even though a wide variety of studies has investigated its impact on export performance in the pertinent literature (Chang and Fang, 2015; Chung, 2012; Lin et al , 2014; Olabode et al , 2018). In other words, when examining export market orientation-performance linkage, it is imperative to consider that export market-oriented behaviors lead initially to the development of capability-building and innovation outcomes within a company, which finally will attempt to enhance export performance in the long run (Murray et al , 2011).…”

“…Being export market-oriented is particularly critical for firms operating in export markets, as it enables firms to gather market knowledge related to target customers, to meet the foreign customers’ expectations and determine suitable strategy in international markets (He et al , 2013; Katsikea et al , 2019). Firms with greater export market orientation tend to foster market research within the firm with intent to adapt their strategies and address with the different customers’ needs in export markets (Murray et al , 2011; Olabode et al , 2018). Owing to the equalizer role of export market orientation in international markets, which have been characterized by intense competition and uncertainty (Matanda and Freeman, 2009), obtaining foreign market knowledge has great importance (Sousa et al , 2008) and helps to achieve superior export performance in overseas markets (Murray et al , 2007).…”

How do Gender and Immigrant Background Affect a Company Owner's Decision to Engage in Direct or Indirect Exporting?

“…Company is familiar and comfortable speaking the local language (Chiswick & Miller, 2002;Sui et al, 2015). Culture Company's export product/service complements the local culture; company understands the local norms, human behaviours and local society (Dimitratos & Plakoyiannaki, 2003;Olabode, Adeola, & Assadinia, 2018)…”