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Adaptation strategy, international experience and export performance of Moroccan handicraft firms: the mediating role of partnerships

Sara Dassouli (Faculté des Sciences Juridiques, Économiques, et Sociales, Sidi Mohamed Ben Abdellah University, Fez, Morocco)
Virginia Bodolica (The Said T. Khoury Chair of Leadership Studies, School of Business Administration, American University of Sharjah, Sharjah, United Arab Emirates)
Harit Satt (School of Business Administration, Al Akhawayn University in Ifrane, Ifrane, Morocco)
Mohamed M'hamdi (Faculté des Sciences Juridiques, Économiques, et Sociales, Sidi Mohamed Ben Abdellah University, Fez, Morocco)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 27 June 2022

Issue publication date: 23 January 2024

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Abstract

Purpose

This paper aims to examine the specific role that partnerships play in the relationship between adaptation strategy, international experience, and export performance of handicraft firms in an emerging country setting. The authors' purpose is to identify the key factors that may contribute to the success of export activities of small handicraft companies in international markets.

Design/methodology/approach

Drawing on a non-probability sampling technique, the authors collected survey data from 410 handicraft companies located in Morocco. The authors' conceptual model, which draws on the network theory, was tested using covariance-based Structural Equation Modeling by means of AMOS 24 Software.

Findings

The results indicate that adaptation marketing strategy and partnerships impact positively the export performance of handicraft firms. Partnerships also play an intermediary role by partially (fully) mediating the relationship between adaptation strategy (international experience) and export performance.

Practical implications

This study may assist marketers and entrepreneurs in handicraft companies to better understand the causal relationship between adaptation strategy, marketing experience and export performance of entrepreneurs' firms. Managers in these companies should be aware of the importance that partnerships play in boosting the export performance through marketing practices and experience.

Originality/value

The authors' paper contributes to the scant literature on the adaptation marketing strategy and export performance and the intermediary role of partnerships in the specific context of handicraft businesses operating in North African emerging markets, namely Morocco.

Keywords

Citation

Dassouli, S., Bodolica, V., Satt, H. and M'hamdi, M. (2024), "Adaptation strategy, international experience and export performance of Moroccan handicraft firms: the mediating role of partnerships", International Journal of Emerging Markets, Vol. 19 No. 2, pp. 412-434. https://doi.org/10.1108/IJOEM-01-2021-0127

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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