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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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    3. 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.
    4. İpek, İlayda & Bıçakcıoğlu-Peynirci, Nilay, 2020. "Export market orientation: An integrative review and directions for future research," International Business Review, Elsevier, vol. 29(4).
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