Export planning orientation and its antecedents: Evidence from exporting IT products
There is strong support in the export literature for a positive relationship between export planning and export performance. However, little is known about the drivers of export planning. In addressing this knowledge gap, this article proposes that export planning is usefully analyzed in terms of a managerial orientation. Regarding the antecedents of export planning orientation, the focus here is on the role of factors internal to the firm, especially its exporting mindset (export necessity and export commitment). This article also examines to what extent export confidence (psychic distance and marketing advantage) moderates the relationship. The empirical results show that export commitment has a strong and positive effect on a firm's export planning orientation. This relationship is moderated by psychic distance and marketing advantage. Specifically, the results show that the greater the psychic distance and the weaker the marketing advantage, the stronger the relationship between export commitment and a firm's export planning orientation. The results also show that management's perceived export necessity has a negative effect on a firm's export planning orientation and that this relationship remains unaffected by psychic distance and marketing advantage.
Year of publication: |
2007
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Authors: | Lukas, Bryan A. ; Whitwell, Gregory J. ; Hill, Paul |
Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 60.2007, 12, p. 1282-1289
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Publisher: |
Elsevier |
Keywords: | Export planning orientation Export necessity Export commitment Export confidence Psychic distance Marketing advantage Export experience |
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