The moderation effect of country culture in the reciprocal relationship between strategic orientations and export performance: a country-level study

Purpose: This paper analyses the moderation effect of country culture in the reciprocal relationship between the strategic orientations (Organizational entrepreneurship, organizational innovation and Organizational learning) and the export performance of the firms in two countries with different cultural characteristics (Sociability and Performance). In the same way, it is intended to evaluate if there is a reciprocal relationship between strategic orientations and export performance. Design/methodology/approach: In order to achieve the objectives of the research, a structural equations model is made. One of the benefits of this model is that it allows not only to analyze of the causal relationships of the study variables but also to identify of the behavior presented by the firms in their export performance activities. The database contains 400 SMEs from Colombia and Vietnam, with an export performance developed during 2022. Findings: It was possible to verify a reciprocal relationship between the strategic orientations of organizational entrepreneurship and organizational innovation. However, the relationship between organizational learning and export performance must be validated. Similarly, it was found that countries with a cultural focus on performance will have better export performance than those with a focus on sociability. Research limitations/implications: The main limitation of this study is the focus on only two countries with diverse cultural characteristics. Future research will aim to verify these relationships with a more significant number of countries and over a more extended time range. Practical implications: According to the results, assessing the firms' strategies to prioritize product innovation is necessary. This axis is fundamental because it is the means to create value for products and develop the capacities and resources necessary to compete in the international arena. Social implications: Among the most critical implications of a country are the social ones. Thus, to the extent that the results in innovation are more evident in the management area, this will help improve the production platform and general conditions at the country level. Originality/value: The most significant value of this research is in studying the moderation effects of cultural approaches at the country level in the bidirectional relationships studied in this work.