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Export strategic orientation–performance relationship: Examination of its enabling and disenabling boundary conditions

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  • Cadogan, John W.
  • Boso, Nathaniel
  • Story, Vicky M.
  • Adeola, Ogechi

Abstract

This study finds that the form of relationship between export strategies – entrepreneurial orientation (EO) and export market orientation (MO) – and export sales performance is curvilinear and dependent on levels of intra-firm resource coordination capabilities. Findings from primary data drawn from new international ventures reveal that increased changes in combined EO and MO strategies lead to decreases in export sales performance. Results further indicate that when levels of resource coordination flexibility and MO are higher the effect of EO on performance is strengthened. However, when levels of MO increase in magnitude along with higher levels of resource coordination flexibility, the levels of sales performance decrease. A natural conclusion to draw is that new international ventures that develop their MO resources and align these with their intra-firm resource coordination competencies will fully realize the export sales benefits of their EO activities.

Suggested Citation

  • Cadogan, John W. & Boso, Nathaniel & Story, Vicky M. & Adeola, Ogechi, 2016. "Export strategic orientation–performance relationship: Examination of its enabling and disenabling boundary conditions," Journal of Business Research, Elsevier, vol. 69(11), pages 5046-5052.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:11:p:5046-5052
    DOI: 10.1016/j.jbusres.2016.04.078
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    References listed on IDEAS

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    Cited by:

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    4. Muhammad Imran, Hassan Mujtaba Nawaz Saleem, Jawad Iqbal, S. M. Tariq Rafi, 2020. "Entrepreneurial Orientation and Firm's Export Performance: Evidence from Surgical Industry," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 7(1), pages 47-63, March.
    5. Muhammad Imran & Zhaoquan Jian & Adnan ul Haque & Mariusz Urbański & Sree Lekshmi Sreekumaran Nair, 2018. "Determinants of Firm’s Export Performance in China’s Automobile Industry," Sustainability, MDPI, vol. 10(11), pages 1-23, November.
    6. Buccieri, Dominic & Park, JiEun, 2022. "Entrepreneurial marketing and reconfiguration towards post-entry performance: Moderating effects of market dynamism and entry mode," Journal of Business Research, Elsevier, vol. 148(C), pages 89-100.
    7. Miao, Chao & Coombs, Joseph E. & Qian, Shanshan & Sirmon, David G., 2017. "The mediating role of entrepreneurial orientation: A meta-analysis of resource orchestration and cultural contingencies," Journal of Business Research, Elsevier, vol. 77(C), pages 68-80.
    8. Dung Ngo, Vi & Leonidou, Leonidas C. & Janssen, Frank & Christodoulides, Paul, 2024. "Export-specific investments, competitive advantage, and performance in Vietnamese SMEs: The moderating role of domestic market conditions," Journal of Business Research, Elsevier, vol. 170(C).
    9. İpek, İlayda & Bıçakcıoğlu-Peynirci, Nilay, 2020. "Export market orientation: An integrative review and directions for future research," International Business Review, Elsevier, vol. 29(4).
    10. Hamid Etemad, 2019. "Revisiting interactions of entrepreneurial, marketing, and other orientations with internationalization strategies," Journal of International Entrepreneurship, Springer, vol. 17(1), pages 1-18, March.
    11. Hamid Etemad, 2020. "Collective internationalization strategy, dispersed information, and entrepreneurial orientation interactions," Journal of International Entrepreneurship, Springer, vol. 18(1), pages 1-14, March.
    12. Andrea Buratti & Giancarlo Ferrero, 2017. "Empirical evidence of Entrepreneurial Marketing Orientation from Italian firms," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(4), pages 151-173.

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