The effect of export market-oriented culture on export performance: Evidence from a Sub-Saharan African economy

Adegbile, Oluwaseun Eniola, Adeola, Ogechi and Assadinia, Shahin (2018) The effect of export market-oriented culture on export performance: Evidence from a Sub-Saharan African economy. International Marketing Review, 35 (4). pp. 637-660. ISSN 0265-1335

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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.

Item Type:	Article
Uncontrolled Keywords:	export performance,developing economy,export environmental turbulence,export learning capability,export market-oriented culture
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
UEA Research Groups:	Faculty of Social Sciences > Research Groups > Marketing
Depositing User:	Pure Connector
Date Deposited:	23 Nov 2016 00:35
Last Modified:	21 Oct 2022 07:33
URI:	https://ueaeprints.uea.ac.uk/id/eprint/61425
DOI:	10.1108/IMR-08-2016-0167

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