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引用次数: 0
摘要
目的本研究旨在通过分析新兴市场中的小型出口商样本，研究地域多样化（GD）与出口绩效（EP）之间的关系。采用多元回归分析法（MRA）、Hayes 流程模型和模糊集定性比较分析法（fsQCA）对数据进行分析。在这一困境中，出口市场导向（EMO）和数字化转型正向调节了 GD 与 EP 之间的关系，即当 EMO 和数字化程度较高时，GD 对 EP 的负面影响较弱。这项研究可能会为国际商业提供新的见解，并为解决小型企业在一个脆弱但技术先进的世界中可能面临的新问题提供重要方法。
Should SMEs diversify their global destinations? The role of market insights and digital transformation
Purpose
This study aims to investigate the relationship between geographic diversification (GD) and export performance (EP) by analysing a sample of small exporters in an emerging market.
Design/methodology/approach
The study sample comprised 96 small and medium-sized exporting enterprises (SMEs) in Vietnam. The data is analysed using multiple regression analysis (MRA), Hayes' process model and fuzzy-set qualitative comparative analysis (fsQCA).
Findings
The results indicate that GD significantly negatively affects EP. In this dilemma, the export market orientation (EMO) and digital transformation positively moderated the relationship between GD and EP, such that the negative effect of GD on EP was weaker when EMO and digital were stronger.
Originality/value
This initial study contributes significantly to international business theories and practices, which reveal the role of GD via firm digital capacity and EMO in thriving SMEs’ EP. This study might grant new insight into international business and a critical approach to addressing the new insights small firms may face in a fragile but technologically advanced world.
期刊介绍：
Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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