Analyzing the Impact of Export Orientations on Export Performance Through Innovation and Internationalization: The Mediation-Moderation Model

The present research aims to explore the relation between export strategic orientation – including export market orientation and export learning orientation – and export performance by investigating the mediating role of innovation and the moderating role of internationalization. The food and agricultural products exporting firms participating in the 26th International Agrofood Exhibition in Tehran are considered as the statistical population, estimated 760 domestic firms. Finally, 296 questionnaires were filled by export managers, business managers, employees of business and export departments, and executives. The sampling method was systematic random sampling. Data were analyzed by structural equation modeling (SEM) using Smart PLS software. Results show that the rise in export market orientation and innovation are associated with the increase in the export performance. Moreover, the research indicates that while export learning orientation decreases export performance directly, the export performance tends to increase if export learning orientation leads to a high level of innovation. In addition, innovation was found to mediate partially the relationship between both aspects of strategic orientations and export performance. Finally, the moderating effect of the degree of internationalization in the relationship between export market orientation and export performance is confirmed.