Antecedents of Export Venture Performance: A Theoretical Model and Empirical Assessment

Both the size and the rapid growth of global exporting have focused the attention of marketing researchers on the factors associated with firms’ export performance. However, knowledge of this increasingly important domain of marketing activity remains limited. To address this knowledge gap, the authors draw on the strategy and marketing literature to develop an integrative theory of the antecedents of export venture performance. The interplay among available resources and capabilities, competitive strategy decisions, and competitive intensity determines export venture positional advantages and performance outcomes in the theoretical model. The authors empirically assess predicted relationships using survey…