Export Promotion Strategy and Performance: The Role of International Experience
研究国际经验如何影响管理者制定有效的出口促进策略，发现促销适应在经验短且强度低时提升绩效，而范围与距离共同产生复杂的三方交互效应。
This study examines how international experience shapes managerial judgment in the formation of effective export promotion strategies. Drawing from contingency theory and the organizational learning perspective, the authors develop and test a model of the effects of different forms of international experience—duration, scope, and intensity—on the performance outcomes of promotion adaptation. Using data from 336 export ventures, the authors find that promotion adaptation relates positively to performance when duration is short and intensity is low, but there is a nonsignificant moderating effect for scope. However, the subsequent analysis suggests that scope, together with sociocultural distance and promotion adaptation, exerts a complex three-way effect on export performance, highlighting the need for more research attention in this area.