Analyzing the Impact of Export Orientations on Export Performance through Innovation and Internationalization: The Mediation-Moderation Model

Abstract

The present research aims to explore the relation between export strategic orientation, including export market orientation and export learning orientation with export performance by investigating mediation role of innovation and moderation role of internationalization. The food and agricultural products exporting firms participating in the 26th International Agrofood Exhibition in Tehran are considered as the statistical population. Finally, 296 questionnaires using systematic random sampling methods were analyzed by structural equation modeling (SEM) using Smart PLS software. Results show that the rise in export market orientation and innovation are associated with an increase in export performance. Moreover, the research indicates that while export learning orientation decreases export performance directly, the export performance tends to increase if export learning orientation leads to a high level of innovation. Innovation partially mediates the relationship between both aspects of strategic orientations and export performance. Finally, the moderation effect of the degree of internationalization in a link between export market orientation and export performance is confirmed.