How and when do exporters benefit from an international adaptation strategy? The moderating effect of formal and informal institutional distance
基于制度理论，研究出口商采用国际适应战略如何通过提升合法性间接影响出口绩效，并发现正式制度距离强化、非正式制度距离弱化这一间接效应。
Purpose Drawing on institutional theory, this study seeks to advance the understanding of how the indirect effect of exporters' adoption of an international adaptation strategy on export performance via enhanced legitimacy is differently moderated by formal and informal institutional distances from the host country market. Design/methodology/approach Survey data were collected from a sample of 251 exporters in China and analyzed with a multiple regression model to test the hypotheses. Findings Exporters' use of an international adaptation strategy affects their perceived legitimacy, which in turn influences their export performance. Moreover, formal institutional distance strengthens the indirect effect of an international adaptation strategy on export performance via legitimacy, whereas informal institutional distance weakens this indirect effect. Originality/value The study contributes to the knowledge of how and when adoption of an international adaptation strategy by exporters benefits export performance from an institutional perspective.