Hossain, Kamal and Che Abdullah, Ahmad Sufian and Mohd Balwi, Mohd Abd Wahab Fatoni and Lubis, Asmuliadi and Azizan, Noor Azlinna and Alam, Mohammad Nurul and Taha, Azni Zarina (2023) Linking entrepreneurial orientation with export performance: mediation effects of multiple differentiation strategies. Journal of Business & Industrial Marketing, 38 (9). pp. 1769-1793. ISSN 0885-8624, DOI https://doi.org/10.1108/JBIM-07-2021-0326.
Full text not available from this repository.Abstract
Purpose This study aims to examine the effect of entrepreneurial orientation (EO) on the export performance of apparel small- and medium-sized enterprises (SMEs) and the role of multiple differentiation strategy as a mediation effect between their relationships. It has also investigated the moderation impact of export market category between EO and performance relationship. The multiple differentiation strategy comprises the product (PDD), customer (CTD), service (SVD) and brand (BDD) differentiations. Design/methodology/approach A cross-sectional survey was carried out by providing a questionnaire to senior managers and owners of the apparel SMEs from the developed and developing markets exporters. The primary data of 550 was treated by the partial least squares-structural equation modelling) technique for final analysis. Findings The study revealed EO's positive and significant effect on SMEs' export performance. The study has found the mediation effect of product, customer and brand differentiation strategies between EO and export performance relationships from the mediation analysis. In contrast, service differentiation has found no mediation effect. However, the moderation effect (export market category) has revealed an insignificant effect between EO and performance association. Research limitations/implications The findings of this study are based on one country data analysis. This study has been conducted in the SMEs of the apparel industry in Bangladesh, considering only owners and senior-level managers of the firms. Originality/value This research has drawn the attention of managers/owners to EO and multiple differentiation strategies enhancing export performance from the developing country context, such as Bangladesh. Multiple differentiation as a competitive strategy is the pioneer application of mediating effect between EO and export performance relationships. Moreover, this research has investigated the effect of the export market category as a moderator. Dearth research has applied the export market category to investigate the moderation effect between EO-performance models. Therefore, current research has theoretical and practical contributions to the international entrepreneurship and strategic management literature.
| Item Type: | Article |
|---|---|
| Funders: | RIC, Prince Sultan University, Saudi Arabia |
| Uncontrolled Keywords: | Customer differentiation; Entrepreneurial orientation; Export performance; Product differentiation; Brand differentiation; Service differentiation; Export market category |
| Subjects: | H Social Sciences > HF Commerce > Business |
| Divisions: | Academy of Islamic Studies > Dept of Syariah & Management Faculty of Business and Economics > Department of Management |
| Depositing User: | Ms. Juhaida Abd Rahim |
| Date Deposited: | 30 Oct 2025 07:04 |
| Last Modified: | 30 Oct 2025 07:04 |
| URI: | http://eprints.um.edu.my/id/eprint/50035 |
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