Contingency relationships between entrepreneurship, export channel structure and environment

For decades, export performance has generated interest among researchers and public policy makers. However, despite extensive investigations, export marketing is still lacking in theoretically‐grounded conclusions. Attempts to overcome this limitation by presenting a new theory‐based framework of export performance by integrating the literature in exporting, entrepreneurship and organization theory. On the basis of two entrepreneurship‐based strategic postures, export performance is conceptualized as a function of fit among firms′ strategic orientation, environment and export channel structure. From a contingency perspective, argues that exporting firms need to match or align their strategic orientation with their external environment and export channel structure to achieve superior export performance. Briefly discusses future research directions and managerial implications.