The effect of export market-oriented culture on export performance: Evidence from a Sub-Saharan African economy
Export environmental turbulence
Export learning capability
Expert market-oriented culture
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.
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AbstractPurpose: 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.
CitationOlabode 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 versionhttps://doi.org/10.1108/IMR-08-2016-0167
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