Export market orientation, managerial ties, and performance

Abstract

PurposeThe purpose of this study is to provide new insights into the link between export market orientation (EMO) and export performance by examining whether managerial ties act to moderate the relationship. Specifically, the study explores whether the extent to which firms have managerial ties (business and political) alters the ways in which the intelligence generation and dissemination components of export market orientation drive export market responsiveness, and in turn, impact on strategic export performance.Design/methodology/approachSurvey data from 100 New Zealand firms exporting to the European Union are used.FindingsThe key findings indicate that: export market intelligence generation and dissemination have positive associations with responsiveness; the strength of business ties enhances the relationship between export market intelligence generation and responsiveness; the strength of political ties reduces the relationship between export market intelligence dissemination and responsiveness; and export market responsiveness is positively related to strategic export performance.Originality/valueThe study has implications for export marketing managers and researchers with respect to managing EMO levels and the development of managerial ties.