The effect of export market-oriented culture on export performance: Evidence from a Sub-Saharan African economy

Oluwaseun Eniola Adegbile, Ogechi Adeola, Shahin Assadinia

Research output: Contribution to journalArticlepeer-review

19 Citations (Scopus)
24 Downloads (Pure)


Purpose: The purpose of this paper is to examine how export learning capability and export environmental turbulence serve as mechanisms and boundary conditions to link export market-oriented culture to export performance.

Design/methodology/approach: A quantitative approach was undertaken to analyse longitudinal data of 249 small- and medium-sized exporting firms in Nigeria, a Sub-Saharan African economy.

Findings: Four major findings emerged from the study. First, export market-oriented culture positively influences export performance. Second, possessing an export market-oriented culture results in the development of high export learning capabilities. Third, export learning capability mediates the relationship between export market-oriented culture and export performance. Fourth, increases in export environment turbulence weaken the positive effect of export learning capability on export performance.

Research limitations/implications: This study does not investigate moderating effects which might affect the relationship between export market-oriented culture and export learning capability as this was beyond the scope of this study.

Originality/value: This study looks at developing economy environment as a unique context to examine the direct, mediating, and moderating effects of export market-oriented culture on export performance.
Original languageEnglish
Pages (from-to)637-660
Number of pages24
JournalInternational Marketing Review
Issue number4
Publication statusPublished - 9 Jul 2018


  • Export performance
  • Developing economy
  • Export environmental turbulence
  • Export learning capability
  • Export market-oriented culture

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