How and when does digitalization influence export performance? A meta-analysis of its consequences and contingencies

Abstract

Purpose

This study aims to clarify the direct impact of digitalization on export performance (EP) by synthesizing previous research and testing this relationship empirically. Furthermore, the study investigates digitalization types, contextual moderators and method moderators affecting the impact of digitalization on EP.

Design/methodology/approach

The study uses meta-analysis to test the digitalization–EP relationship (k = 81) using data from 106 independent samples involving 62,082 respondents across nearly 30 countries.

Findings

The study finds digitalization’s positive and significant effect on EP (r = 0.36). The impact of digitalization on EP is also subject to different moderators, including digitalization type (i.e. digital capabilities), contextual factors (i.e. institutions, export experience, development of the region and industry) and method factors (i.e. back translation and strategy measurement).

Originality/value

Scholars have initiated studies on the impacts of diverse digitalization types on EP, while empirical findings on these effects remain inconclusive. Based on resource-based theory, the study develops and validates a comprehensive meta-analytic framework, revealing the important influence of digitalization on EP. The moderator findings further highlight the impact of internal and external contingencies on the outcomes of exporting firms’ digitalization.

Citation

Dong, Y., He, X. and Blut, M. (2024), "How and when does digitalization influence export performance? A meta-analysis of its consequences and contingencies", International Marketing Review, Vol. 41 No. 6, pp. 1388-1413. https://doi.org/10.1108/IMR-02-2024-0044