Purpose

This paper analyses the moderation effect of country culture in the reciprocal relationship between the strategic orientations (Organizational entrepreneurship, organizational innovation and Organizational learning) and the export performance of the firms in two countries with different cultural characteristics (Sociability and Performance). In the same way, it is intended to evaluate if there is a reciprocal relationship between strategic orientations and export performance.

Design/methodology/approach

In order to achieve the objectives of the research, a structural equations model is made. One of the benefits of this model is that it allows not only to analyze of the causal relationships of the study variables but also to identify of the behavior presented by the firms in their export performance activities. The database contains 400 SMEs from Colombia and Vietnam, with an export performance developed during 2022.

Findings

It was possible to verify a reciprocal relationship between the strategic orientations of organizational entrepreneurship and organizational innovation. However, the relationship between organizational learning and export performance must be validated. Similarly, it was found that countries with a cultural focus on performance will have better export performance than those with a focus on sociability.

Research limitations/implications

The main limitation of this study is the focus on only two countries with diverse cultural characteristics. Future research will aim to verify these relationships with a more significant number of countries and over a more extended time range.

Practical implications

According to the results, assessing the firms' strategies to prioritize product innovation is necessary. This axis is fundamental because it is the means to create value for products and develop the capacities and resources necessary to compete in the international arena.

Social implications

Among the most critical implications of a country are the social ones. Thus, to the extent that the results in innovation are more evident in the management area, this will help improve the production platform and general conditions at the country level.

Originality/value

The most significant value of this research is in studying the moderation effects of cultural approaches at the country level in the bidirectional relationships studied in this work.

中文翻译：

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国家文化在战略导向与出口绩效之间相互关系中的调节作用：国家层面的研究

目的

本文分析了国家文化在具有不同文化特征（社交性和绩效）的两个国家的企业的战略导向（组织创业、组织创新和组织学习）与出口绩效之间的相互关系中的调节作用。同样，它旨在评估战略方向和出口绩效之间是否存在相互关系。

设计/方法论/途径

为了实现研究目的，建立了结构方程模型。该模型的好处之一是，它不仅可以分析研究变量的因果关系，还可以识别企业在出口绩效活动中表现出的行为。该数据库包含来自哥伦比亚和越南的 400 家中小企业，其出口业绩在 2022 年取得。

发现

可以验证组织创业和组织创新的战略取向之间的相互关系。然而，组织学习和出口绩效之间的关系必须得到验证。同样，研究发现文化注重绩效的国家比注重社交的国家有更好的出口绩效。

研究局限性/影响

这项研究的主要局限性是只关注两个具有不同文化特征的国家。未来的研究将旨在验证与更多国家和更长时间范围内的这些关系。

实际影响

根据结果​​，有必要评估企业优先考虑产品创新的战略。这一轴至关重要，因为它是为产品创造价值以及开发在国际舞台上竞争所需的能力和资源的手段。

社会影响

一个国家最重要的影响是社会影响。因此，创新成果在管理领域更加明显，有利于改善国家层面的生产平台和总体条件。

原创性/价值

这项研究最重要的价值在于研究国家层面的文化方法在本工作所研究的双向关系中的调节作用。