Export market exploitation and exploration and performance: Linear, moderated, complementary and non-linear effects
Abstract
Purpose
Drawing on the resource advantage and organisational learning literatures, this paper aims to investigate the linear, moderated, complementary and non-linear effects of export market exploitation and exploration on export performance.
Design/methodology/approach
A quantitative study was performed using an online survey. The final sample consisted of 267 Portuguese export manufacturing firms. Data were analysed using structural equation modelling.
Findings
Export market exploitation and exploration is positively and negatively related to export performance in a linear way, respectively. Export market exploration improves export performance under high levels of export market turbulence. Balancing export market exploitation with export market exploration enhances export performance. High levels of export market exploitation provide an additional boost to performance.
Practical implications
This study contributes to a better understanding of how market exploitation and exploration relate to performance in the export context. To enhance export performance, managers should deploy high levels of export market exploitation, pursue export market exploration in dynamic export markets, and maintain a balance between export market exploitation and exploration.
Originality/value
This paper contributes to the export marketing field by shedding light on the complex nature of the relationships among export market exploitation, exploration and performance. Overall, the results provide novel evidence concerning the internal and external contingencies that affect the success of export market exploitation and exploration.
Keywords
Acknowledgements
The authors acknowledge the support of FCT and ISCTE-IUL's Research Centre UNIDE. The authors are very grateful to the three anonymous reviewers and the journal editor for their constructive comments and insightful suggestions.
Citation
Lisboa, A., Skarmeas, D. and Lages, C. (2013), "Export market exploitation and exploration and performance: Linear, moderated, complementary and non-linear effects", International Marketing Review, Vol. 30 No. 3, pp. 211-230. https://doi.org/10.1108/02651331311321972
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited