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The purpose of this paper is to investigate the contingent relationship between government marketing assistance for export and the performance of early internationalizing firms in a developing country’s low-tech industry.

The authors employ hierarchical multiple regression based on the data obtained from Bangladesh, a south Asian developing country and a leading exporter of apparel products worldwide. The authors used a sample of 224 early internationalizing apparel firms to test the hypotheses.

Research describes the relationship between export assistance and performance as direct. Recently, some researchers have suggested moderators between them. The authors argue that the relationship between the two is contingent on the level of export commitment. The authors find that neither informational nor experiential marketing assistance is directly related to export performance. The relationship between informational assistance and export performance is significantly, but (unexpectedly) negatively, moderated by export commitment. The effect of experiential assistance is positively, but only marginally, moderated by export commitment.

Contrary to researchers’ overarching focus on a direct relationship, the authors investigate the moderation on the relationship between export informational and experiential marketing assistance, and early internationalizing firms’ performance in a developing country’s low-tech industry setting. The authors use export commitment as the moderator; it is one of the most important internal determinants of export performance and extremely relevant in early internationalizing firms. The differential impact of informational and experiential assistance provides additional insights.

This study aims to contribute to the existing understanding of export practices in sub-Saharan African firms with a contextual focus on Ghanaian exporters operating in business-to-business (B2B) markets. Underpinned by resource-based theory and its association with the relational view, it examines how the interplay between various decision makers’ international experience, export commitment and distribution adaptation decisions influence firms’ performance.

The study uses a mixed methods approach, using survey data from 116 internationalising Ghanaian businesses across three sectors, supplemented with qualitative insights from 18 follow-up interviews.

The study establishes a full mediation effect of export commitment on the association between international experience and export performance; also, the moderating effect of distribution adaptation on export commitment – performance relationships. Unique insights are provided into the perceived role of trustworthy, intermediaries as “stakeholders” that add to a respective firm’s resource base; that is, in building capabilities in overseas markets and informing evolving business model decisions to overcome potential export barriers.

The insights from sub-Saharan African firms provide contextual value given the relatively under-represented existing research from the region. Original insights highlight ways in which decision makers build capabilities and that they do not always follow a forward moving internationalisation process, so use different measures of performance regarding B2B product-market ventures over time.

The study sought to examine the influence of social media resources on export performance and the role commitment and trust play in this relationship using an integrated model.

A quantitative survey design was employed for this study. Empirical data for this paper were drawn from 210 exporting firms in Ghana, using purposive sampling technique. The hypothesized links were analyzed using structural equation modeling.

The result of this study reveals that social media resources and marketing capabilities directly influence export performance and indirectly through commitment and trust.

To the best of the authors’ knowledge, this study is among the first to attempt to use an integrated model (resource-based view and commitment-trust theory) to understand and explain an international marketing phenomenon. By concentrating on Ghana, the study offers new insights regarding the pathway for exporting firms in emerging markets.

The purpose of this paper is to analyze the influences of relational variables on export performance and the interactions among relational variables in the emerging market context of Malaysia.

The study used a mail questionnaire sent to Malaysian companies that export to Arab-speaking countries and achieved a response rate of 27.92 percent, resulting in a sample of 106 exporters.

The results of the path analyses indicate a positive impact of relational variables (adaptation, cooperation and communication) on export performance. However, the authors found that the impact was mediated by trust and commitment, rather than being direct.

The findings suggest that the impact of relational variables on export performance is complex and indirect. Mediators and moderators play important roles in this relationship.

Firms should invest in export relationships with the aim of building trust and commitment, which are the primary factors that affect export performance.

The authors have shed light on the way relational variables affect export performance. Moreover, this study contributes to a better understanding of small emerging markets, which are poorly represented in studies in this field.

This paper argues that performance should be investigated as an independent variable. Using survey data of over 400 managers responsible for the main export ventures of Portuguese SMEs (small and medium exporters), this paper shows that past performance plays a crucial role in building SMEs' commitment to exporting and to the determination of their current marketing strategy. Findings also show that marketing strategy adaptation to the foreign market is particularly noted in firms exporting to the most developed markets, rather than in firms exporting to the most competitive environments. Future international marketing research is encouraged to focus on understanding both the direct and indirect relationships among past performance, firm's commitment to exporting, and current marketing strategy under the influence of external forces. Such a focus has the potential to enrich the theory and generate relevant managerial and public policy implications.

The purpose of this study is to develop a comprehensive model that explains the influence of different relational variables on export performance and the interaction between those relational variables.

This is a theoretical paper building upon the relational variables and export performance literatures.

A theoretical model was developed based on the existing studies and findings. In the proposed model, relational outcome variables mediate the effect of relational contextual variables on export performance.

The model developed in this study opens new avenues for future research because it provides a different perspective on how relational variables interact with each other in terms of their impact on export performance.

Relational variables have great importance for firms’ export performance. This study provides a framework about how these variables affect export performance, which should be taken into consideration in firms’ strategies and decisions with regard to the relations with partners.

Despite the consensus about the importance of relational variables, the evidence is mixed with regard to the way they affect export performance. With the proposed model, this study aims to fill this gap by providing a framework that explains how relational variables interact with each other and how they affect export performance.

The purpose of this study is to investigate the relationships among organizational factors (export market experience, international commitment), external environment (competitive intensity), export marketing strategy and export success. The findings yielded by the analyses confirm that export market-specific experience and international commitment are significant drivers of export success. In addition, the results indicate that the degree of product adaptation is positively related to profitability and overall success, while price and distribution adaptation to local conditions have a direct impact on sales growth. Finally, the authors found evidence that international commitment exerts a positive effect on the adaptation of marketing strategies to country-specific requirements. Thus, the study findings can be used to formulate business and marketing strategies to improve firm’s success in overseas markets.

This study used PLS for dealing with formative and reflective measures and used a sample of 200 export ventures that exported on the average in more than 15 countries.

This study clearly shows that export venture success is linked to managerial commitment and experiential knowledge and that firms contribute to export venture success by adapting product to foreign markets. It is also shown that firms in more competitive environments increase their effort to adapt, leading to better export venture performance.

Although Austrian companies are typically characterized as small- and medium-sized enterprises (SMEs), the study is limited to this sample.

Managers in SME should concentrate their effort on a small set of export venture countries of concentrate their capabilities and effort (commitment and personal) to increase adaptation in those selected market, which will lead to increasing export venture performance.

The study differentiates between formative and reflective measures which most studies in this genre do not, which is a fundamental conceptual shortcoming. This study shows with robust result the interrelation between commitment and managerial experience (intra-firm factors) and the degree of competition in foreign markets and how marketing mix adaptation affects export venture performance measured over a period of five years.

This article reports the findings of an investigation into pricing and financing practices of exporting firms. The research addressed the relationship between commitment to exporting and level of export achievement with the uses of various tactical options in the area of pricing and finance. Firms in the machine tools industry in two countries were studied so that country of origin effects could be examined. Results show that commitment and success are strongly associated while there is some variability in the use of pricing and financing practices by the country of origin of the exporting firms. Commitment is shown to have some influence on relationships between (1) country of origin and financing practices and (2) financing practices and success.

The impact of export promotion programs (EPPs) on firm export performance (FEP) has received little attention in the export literature. This paper attempts to investigate the direct and indirect impact of EPPs on FEP in a comprehensive model. The indirect effects of EPPs on FEP have been conceptualized through a set of firm‐ and management‐related antecedents for empirical testing.

Primary data were collected through mail survey from a sample of 203 exporting firms in three export‐oriented industries in a developing country. Data were analyzed using structural equation modeling (SEM) techniques to test the hypothesized relationships.

Results suggest that in addition to its direct impact on the FEP, the usage of EPPs has direct impact on firm's export knowledge, and managers’ perception that in turn influence commitment to export, export strategy and FEP.

Findings provide empirical support to theorize indirect effect of the usage of EPPs on FEP. Findings also provide guidelines for managers how to benefit from EPPs to gain export knowledge toward increasing commitment for successful exporting. Policy makers can also benefit from the study finding in designing policy programs. Readers should use caution in generalizing the findings unless verified in other developed and developing country contexts.

The theoretical framework developed for the study is original and drawn on the extant literature. The empirical testing of the theoretical model in a developing country context is a significant contribution to fill the much needed gap in the literature toward generalizing similar findings.

This paper draw insights from social capital theory and examines the synergistic effect of several constructs on export performance within the context of exporter–intermediary relationships. Specifically, it assumes that social capital and the set of resources embedded therein strongly influence the extent to which both commitment and cooperation occur, and how these, in turn, impact on export performance.

Following a quantitative methodological approach, a survey is applied to a sample of small and medium-sized enterprise exporters, to empirically test the proposed conceptual model. Partial least squares structural equation modeling is used to test the empirical model.

The findings reveal that there is a positive and direct impact of social capital on export performance. Results also confirm that the presence of high social capital between exporters and intermediaries affects both high commitment and high cooperation. The study also confirms the mediation effect of cooperation in the relationship between social capital and export performance.

One possible shortfall of this research relates to the fact that this analysis only incorporates the view of one actor, the view of exporter firms. This limitation could open a rewarding direction for future research, which would be to analyze the view of both sides in a dyadic relationship.

This paper presents the original approach of looking at the relational antecedents of export performance.