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This study investigates to what extent strategic flexibility of international strategic alliances (ISAs) affects export performance of emerging market small and medium-sized enterprises (ESMEs) via international marketing capability in crises. It also examines whether these ESMEs’ adoption of digital technology strengthens the impact of strategic flexibility of ISAs on international marketing capability.

Based on the international alliance and dynamic capability perspectives on strategic flexibility, the authors develop a conceptual model and empirically examine the mediation and moderation effects between strategic flexibility of ISAs, international marketing capability, export performance and adoption of digital technology. The authors collected survey data from 129 ESMEs located in Pakistan between May 2021 and August 2021 and tested the conceptual model with hierarchical-moderated regression analysis.

The findings suggest that strategic flexibility of ISAs positively impacts on export performance of ESMEs in crises. Moreover, the authors found that international marketing significantly mediates the relationship between strategic flexibility of ISAs and export performance of ESMEs. Also, the adoption of digital technologies significantly moderates the relationship between strategic flexibility of ISAs positively and international marketing capability.

The authors take strategic flexibility of ISAs in the context of the emerging market and how ESMEs enhance export performance in a time of crisis, which extends the prior ESMEs’ international marketing strategy and crisis management literature. In particular, the authors show that strategic flexibility of ISAs is a vital dynamic capability to enhance export performance of ESMEs via international marketing capability and adoption of digital technologies.

Sustainable development involves companies on an individual, organizational and social level requiring the adoption of business models or innovations capable of privileging the co-creation of mutual value with a view to sustainability. From an organizational perspective, this paper aims to show that knowledge brokers, by making explicit their roles as mediators of interactions and acting on dynamic capabilities (DCs), can generate a proactive approach to the three dimensions of sustainability and specifically allows capabilities to positively impact the propensity toward sustainable supply chain management (SSCM) practices.

This study offers an empirical analysis of 200 companies in the agro-food sector participating in a knowledge brokerage system activated by protection consortia. It uses a multiple regression technique that allows for observing relationships between DCs and SSCM.

Absorptive, adaptive and innovative capabilities, when understood and brokered, have a positive and direct impact on the SSCM.

As there have rarely been frameworks developed that correlate knowledge brokerage, DCs and sustainability, this paper suggests that DCs, when adequately valued by the knowledge broker, allow for identifying the requirements of the various stakeholders regarding sustainability and changes in market scenarios to generate sustainability practices along the supply chain.

This study aims to investigate the logic between digital transformation and export performance by analysing a large sample of Vietnamese exporters. The theoretical model is further extended by investigating the driving role of digital transformational leadership and mediating effects of firm digital capabilities and employee exploration and exploitation innovation.

The study sample comprised 364 middle managers at 107 export firms in Ho Chi Minh City, Vietnam. The data are analysed using a partial least square-structural equation model (PLS-SEM).

Digital transformation may be an indispensable tool for enhancing the export performance of businesses. Moreover, digital transformational leadership may drive digital transformation through the mediating mechanisms of firm digital capabilities and employee exploration and exploitation innovations to achieve high export performance.

This initial study contributes significantly to international business theory through the lens of dynamic capabilities theory, which reveals the role of digital transformation in export performance via mechanisms of digital transformational leadership, firm digital capabilities and employee exploration and exploitation innovation.