Purpose

This study aims to investigate the relationship between geographic diversification (GD) and export performance (EP) by analysing a sample of small exporters in an emerging market.

Design/methodology/approach

The study sample comprised 96 small and medium-sized exporting enterprises (SMEs) in Vietnam. The data is analysed using multiple regression analysis (MRA), Hayes' process model and fuzzy-set qualitative comparative analysis (fsQCA).

Findings

The results indicate that GD significantly negatively affects EP. In this dilemma, the export market orientation (EMO) and digital transformation positively moderated the relationship between GD and EP, such that the negative effect of GD on EP was weaker when EMO and digital were stronger.

Originality/value

This initial study contributes significantly to international business theories and practices, which reveal the role of GD via firm digital capacity and EMO in thriving SMEs’ EP. This study might grant new insight into international business and a critical approach to addressing the new insights small firms may face in a fragile but technologically advanced world.

中文翻译：

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中小企业应该多元化其全球目的地吗？市场洞察和数字化转型的作用

目的

本研究旨在通过分析新兴市场的小型出口商样本来调查地理多元化 (GD) 与出口绩效 (EP) 之间的关系。

设计/方法论/途径

研究样本包括越南 96 家中小型出口企业 (SME)。使用多元回归分析（MRA）、Hayes 过程模型和模糊集定性比较分析（fsQCA）对数据进行分析。

发现

结果表明，GD 对 EP 有显着的负面影响。在此困境中，出口市场导向（EMO）和数字化转型正向调节GD与EP之间的关系，使得当EMO和数字化较强时，GD对EP的负面影响较弱。

原创性/价值

这项初步研究对国际商业理论和实践做出了重大贡献，揭示了 GD 通过坚定的数字能力和 EMO 在蓬勃发展的中小企业 EP 中的作用。这项研究可能会为国际商业提供新的见解，并为解决小企业在脆弱但技术先进的世界中可能面临的新见解提供关键方法。