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Strategic orientations, generic strategies, and export performance: a meta-analysis
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Purpose – The current state of research about determinants of export performance is
characterized by fragmentation and conceptual confusion leading to a substantial lack of
generalizability. The underlying study analyzes strategic orientations as internal determinants
of export performance, being mediated by the generic strategy of differentiation. The author’s
goal is to (1) synthesize existing empirical studies and meta-analytically cumulate the
correlations, (2) test whether a firm’s generic strategy is a mediator of the relationship between
strategic orientations and export performance, and (3) proof empirically that the strategic
orientations do not operate in isolation, but rather have joint effects.
Theory development – First, the relationship between the strategic orientations and export
performance is proposed. Second, the strategic orientations are brought into relation with the
generic strategy of differentiation. Third, a positive correlation between differentiation strategy
and export performance is suggested. Finally, hypotheses are formulated that propose a direct
mediation effect of differentiation in the relation of the strategic orientations and export
performance. An explorative question is developed pointing out a possible common effect of
the orientations on export performance that shall be tested using Commonality Analysis.
Methodology – In order to study the nature of the aforementioned relationships as well as
their contingencies the underlying study utilizes bivariate meta-analysis. The inquiry is based
upon 126 studies comprising 307,877 independent samples (N=307,877). Structural Equation
Modeling serves as a tool to test the proposed mediation model for its goodness-of-fit. In order
to test for unique and common effects, a Commonality Analysis is conducted.
Results – Strategic orientations correlate positively and statistically significantly with
export performance as well as differentiation, supporting Hypotheses 1 and 2. The variables
with the highest correlation coefficient are technology orientation and entrepreneurial
orientation. In support of Hypothesis 3, the differentiation strategy is positively and statistically
significantly related to export performance. In the Structural Equation Model, the partial
mediation model turns out to have the highest fit, suggesting a partial mediation of
differentiation between the strategic orientations and export performance (Hypothesis 4). The
Commonality Analysis reveals that the common effects among the strategic orientations and
differentiation have higher explanatory power than the unique effects. This result hints at the
importance of a simultaneous pursuit of the strategic orientations in practice.
Discussion – Practical implications of the findings point out the necessity to shift the view
on strategic orientations and hence not looking at them as alternative, but rather as
complementary approaches. For theory, this implies that the focus of research must shift
towards the joint consideration of the variables. Additionally, the operationalization of
technology orientation must be revised since it has a fuzzy content domain, even though it is
found to be one of the most influencing variables in the proposed model.
Descrição
Palavras-chave
Export performance Strategic orientations Differentiation