Title: The importance of an export-oriented culture for export performance

Authors: Antonio Navarro-García; F. Javier Rondán-Cataluña; Francisco J. Acedo-González

Addresses: Departamento de Administración de empresas y Comercialización e Investigación de Mercados, University of Seville, Av. Ramón y Cajal, 1, 41018 Sevilla, Spain ' Departamento de Administración de empresas y Comercialización e Investigación de Mercados, University of Seville, Av. Ramón y Cajal, 1, 41018 Sevilla, Spain ' Departamento de Administración de empresas y Comercialización e Investigación de Mercados, University of Seville, Av. Ramón y Cajal, 1, 41018 Sevilla, Spain

Abstract: The prevailing corporate culture of an organisation plays a fundamental role in the generation and exchange of knowledge and can have a crucial effect on business performance. In the export field, corporate culture usually influences the levels of strategic orientation of organisations and affects decision-making and the outcomes associated with the exporting activity. In this context, the aim of this paper is to propose and test a model examining the implications of strategic export orientation on (a) export commitment; (b) the extent of marketing-mix adaptation to the international context; (c) perceived competitive advantage in foreign markets; and (d) export performance. To analyse the data and evaluate the relationships between the different constructs, we chose structural equation modelling via PLS (partial least squares). Using a sample of 150 Spanish export firms, the results corroborate the important role of strategic export orientation in the success of firms in foreign markets, and yield important implications for export managers.

Keywords: exporting proactivity; export market orientation; marketing mix adaptation; perceived competitive advantage; export performance; international management; exports; organisational culture; corporate culture; strategic orientation; export commitment; foreign markets; structural equation modelling; SEM; PLS; partial least squares; Spain.

DOI: 10.1504/EJIM.2013.054325

European Journal of International Management, 2013 Vol.7 No.3, pp.254 - 277

Available online: 04 Jun 2013 *

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