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International experience, commitment, distribution adaptation, and performance: a study of Ghanaian firms in B2B export markets

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journal contribution
posted on 27.01.2020, 10:05 by Gloria Sraha, Revti R Sharma, Dave Crick, Jim Crick
Purpose – This study aims to contribute to the existing understanding of export practices in sub-Saharan African firms with a contextual focus on Ghanaian exporters operating in business-to-business (B2B) markets. Underpinned by resource-based theory and its association with the relational view, it examines how the interplay between various decision makers’ international experience, export commitment and distribution adaptation decisions influence firms’ performance.
Design/methodology/approach – The study uses a mixed methods approach, using survey data from 116 internationalising Ghanaian businesses across three sectors, supplemented with qualitative insights from 18 follow-up interviews.
Findings – The study establishes a full mediation effect of export commitment on the association between international experience and export performance; also, the moderating effect of distribution adaptation on export commitment – performance relationships. Unique insights are provided into the perceived role of trustworthy, intermediaries as “stakeholders” that add to a respective firm’s resource base; that is, in building capabilities in overseas markets and informing evolving business model decisions to overcome potential export barriers.
Originality/value – The insights from sub-Saharan African firms provide contextual value given the relatively under-represented existing research from the region. Original insights highlight ways in which decision makers build capabilities and that they do not always follow a forward moving internationalisation process, so use different measures of performance regarding B2B product-market ventures over time.



  • Business and Economics


  • Business

Published in

Journal of Business and Industrial Marketing


Emerald Publishing Limited


AM (Accepted Manuscript)

Rights holder

© Emerald Publishing Limited

Publisher statement

This paper was accepted for publication in the journal Journal of Business and Industrial Marketing and the definitive published version is available at https://doi.org/10.1108/JBIM-05-2019-0197.

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Dr James M. Crick. Deposit date: 27 January 2020


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