How to successfully adapt distribution strategy in exporting? The moderating effects of commitment and responsiveness
基于资源基础观，研究了分销调整对出口绩效的正向影响，并发现管理承诺和客户/竞争者响应能力会增强这种影响，而财务承诺则会削弱它。
Purpose Drawing on the resource-based view, this study examines the effect of distribution adaptation on export performance. The study also examines the moderating role of responsiveness and commitment. Two distinct factors for commitment (i.e. managerial export commitment and financial export commitment) and two distinct factors for responsiveness (i.e. export customer responsiveness and export competitor responsiveness) are considered as moderators in the relationship between distribution adaptation and export performance. Design/methodology/approach Using a Spanish governmental database of exporting firms, this study collected data from 208 firms to run the analysis. Findings The results indicate that distribution adaptation has a positive impact on export performance. Findings also support the moderating roles of the two types of commitment and the two types of responsiveness. Managerial export commitment positively moderates the relationship, whereas financial export commitment plays a negative moderating role. Both export customer responsiveness and export competitor responsiveness have a positive moderating impact. Originality/value To consider distribution adaptation as a distinct variable rather than mixing it with other elements of the marketing mix. This distinction facilitates a clearer comprehension of its unique contribution to export performance. Two distinct factors for commitment and two distinct factors for responsiveness are considered. This approach offers a more detailed analysis of how the different aspects of commitment and responsiveness moderate this relationship.