Leveraging Ambidextrous Market Orientations for SME Export Success in Emerging Markets

Leveraging Ambidextrous Market Orientations for SME Export Success in Emerging Markets

Purpose - The purpose of this study is to examine the relationships between responsive market orientation, market capability, proactive market orientation, and export performance in small and medium-sized enterprises operating in emerging markets. Design/Methodology/Approach - This research adopts a quantitative research design analyzing 270 questionnaires of managers/owners from emerging market SMEs operating in South Africa. A cross-sectional survey methodology encourages an investigation into the interrelationships between responsive market orientation, market capability, proactive market orientation, and export performance. Statistical analyses, including regression and moderation analyses, were employed to examine the hypothesized relationships and test moderation effects. The use of robust research methods ensures the validity and reliability of our findings, contributing to a rigorous exploration of strategic management dynamics in emerging market SMEs. Findings - Our study found that market orientation positively influences market capability in emerging market SMEs. However, while responsive market orientation was not directly associated with export performance, market capability was found to significantly enhance export performance. Additionally, proactive market orientation was identified as a moderator, strengthening the relationship between market capability and export performance. Research Implications - This study contributes to the existing literature by providing empirical insights into the relationships between responsive market orientation, market capability, proactive market orientation, and export performance specifically in the context of SMEs operating in emerging markets. By examining these relationships simultaneously and considering market proactiveness as a moderator, our study offers original insights that advances our understanding of strategic management and international business in the context of the African economy.