Loading...
The effect of export market-oriented culture on export performance: Evidence from a Sub-Saharan African economy
Olabode, Oluwaseun E. Adeola, O. Assadinia, S.
Olabode, Oluwaseun E.
Adeola, O.
Assadinia, S.
Publication Date
2018-07
End of Embargo
Supervisor
Rights
(c) Emerald Publishing Limited 2018, published by Emerald Publishing Limited. This is an
author produced version of a paper published in International Marketing Review. Uploaded
in accordance with the publisher's self-archiving policy, available online;
https://doi.org/10.1108/IMR-08-2016-0167.
Peer-Reviewed
Yes
Open Access status
openAccess
Accepted for publication
2018
Institution
Department
Awarded
Embargo end date
Collections
Additional title
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.
Version
Accepted manuscript
Citation
Olabode OE, Adeola O and Assadinia S (2018) The effect of export market-oriented culture on export performance: Evidence from a Sub-Saharan African economy. International Marketing Review. 35(4): 637-660.
Link to publisher’s version
Link to published version
Link to Version of Record
Type
Article