Linking export sustainability strategy to export performance in an emerging market: Insights from institutional-dynamic capability theory

Building on institutional and dynamic capability theories, this paper examines the drivers and how export sustainability strategy (ESS) affects export performance. Using a quantitative approach and survey data from 260 export manufacturers from an emerging market, we validate the study's propositions using covariance-based structural equation modelling (CB-SEM). Our findings reveal that export public sustainability concern (EPSC) is a crucial driver of export sustainability strategy. In contrast to prior studies, we find that export sustainability strategy (ESS) has no direct relationship with export performance. However, when mediated by export responsiveness capability (ERC), it has a positive effect on export performance. Our study extends the export sustainability literature, offering managerial implications and policy recommendations for export manufacturers.