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Export venture sustainability strategies: an exploration of knowledge-based enablers, conditions and performance implications

A. Nwoba,Nilay Bıçakcıoğlu-Peynirci

Published 2025 in International Marketing Review

ABSTRACT

Building on the insights from the knowledge-based view and network theory, the purpose of this study is to explore the knowledge-based enablers, conditions and performance-related implications of export venture sustainability strategies. This is a qualitative research study which attempts to understand “how and when” export venture sustainability strategies influence their performance-related implications. In doing so, the study draws on data from 15 exporting firms, comprising 8 respondents based in Turkey and 7 based in the United Kingdom, thereby capturing perspectives from both a developing and a developed market economy. The findings explore the knowledge-based enablers of export venture sustainability strategies and practices that companies implement in foreign markets and their related performance implications. Furthermore, the present study develops four propositions, suggesting that informational and experiential export venture knowledge bases – depending on the extent of foreign market export networks – serve as knowledge-based enablers of export venture sustainability strategies, ultimately leading to superior economic (export) performance. The research findings have several practical and environmental implications. First, the findings reveal that it is important for export venture sustainability strategies to consider the social and environmental issues, in the foreign target market environment, to ensure superior economic (export) performance. Second, the findings reveal the importance of export ventures leveraging their knowledge base, i.e. informational and experiential knowledge base, when formulating export venture sustainability strategies in their foreign target market. Third, the findings show the important role of export venture ties when formulating export venture sustainability strategies in the international marketing environment. Finally, the findings point to the positive effects of export venture sustainability strategies on the environment. Specifically, from a policy standpoint, the findings suggest that governments and regulatory officials should design policies that are favourable to international marketing and trade, as export venture sustainability strategies produce environmentally friendly goods and services. The present study advances understanding on how informational and experiential export venture knowledge bases – depending on levels of foreign market export network – feed export venture sustainability strategies, which in turn leads to superior export performance.

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