Export market orientation and export performance in emerging markets: insights from the Peruvian agri-export sector

Abstract

Purpose

The objective of this research is to analyse the joint impact of export proactivity and coordination capacity as mediators on the relationship between export market orientation (EMO) and export performance and the relational norms and export continuity as EMO's antecedents.

Design/methodology/approach

The study uses structural equation modelling for the analysis of 127 small and medium enterprises (SMEs) from the agri-export sector in Peru.

Findings

The research demonstrates the mediating role of export proactivity between EMO and export performance and the impact of relational norms as an antecedent of EMO as well as that of export continuity in export performance.

Research limitations/implications

The cross-sectional study design has certain limitations; thus, longitudinal research is necessary to analyse the evolution of the impact of these variables. Future research should also consider new variables, such as absorptive capacity and institutional distance, in relation to EMO and export performance in emerging markets.

Originality/value

This research paper provides a perspective that is an alternative to the traditional literature related to EMO since coordination capacity and export proactivity have been used as EMO's antecedents. However, in emerging countries, such as Peru, exports are based on comparative advantages. Under this context, it is necessary to analyse export proactivity and coordination capacity as mediators of the relationship between EMO and export performance and the relational norms and export continuity as EMO's antecedents.

Citation

Malca, O., Bolaños, J.P., Rubio Donet, J.L. and Acedo, F. (2023), "Export market orientation and export performance in emerging markets: insights from the Peruvian agri-export sector", Journal of Agribusiness in Developing and Emerging Economies, Vol. 13 No. 1, pp. 70-89. https://doi.org/10.1108/JADEE-12-2020-0308