Learning orientation in export functions: impact on export growth

Abstract

Purpose

The purpose of this paper is to examine how the learning orientation of export functions affects their growth performance.

Design/methodology/approach

A mail survey of 354 exporters was conducted, and the data were analyzed using confirmatory factor analysis and structural equation modeling.

Findings

Results show that the link between response to export information and export growth is quadratic (U‐shaped), and that this relationship is moderated by use of export memory. Export memory itself was found to be beneficial to export growth when responsiveness to export information is low, but detrimental under high levels of export information responsiveness. In turn, response to export information is driven by export information acquisition and distribution, as well as by the management of mental export models. Export memory use is also enhanced by the latter and the integration of export information within organizational systems.

Research limitations/implications

The authors examine learning orientation in the context of export functions for the first time, and in doing so, uncover specific relationships that export learning constructs have with the growth performance of export firms. In addition, most of the organizational learning literature focuses on the information‐processing behaviors of firms (e.g. acquisition, dissemination, use), overlooking the important discipline‐based constructs such as the management of mental models. The authors show how important the challenging of mental export models is for maximizing response to export information and use of export memory.

Practical implications

High levels of (human and financial) investment in export information processing are important for export growth. Export memory use should be encouraged, but only to confirm or triangulate new information. In addition, export staff should be formally trained in challenging the preconceptions they may have developed about their export markets.

Originality/value

This study is the first to consider the learning orientation of export functions, and to do so from a holistic (both information processing‐ and discipline‐based) perspective.

Citation

Souchon, A.L., Sy‐Changco, J.A. and Dewsnap, B. (2012), "Learning orientation in export functions: impact on export growth", International Marketing Review, Vol. 29 No. 2, pp. 175-202. https://doi.org/10.1108/02651331211216970