ABSTRACT Despite increasing pressure on export‐oriented companies to balance profitability and environmental responsibility, the specific mechanisms by which operational strategies translate into multifaceted performance have not been sufficiently explored. The research purpose is to examine the impact of export strategy and environmental orientation on sustainable performance (three dimensions: environmental performance EP, economic performance EcP, and social performance SP) and competitive capability and the mediation variable effect of logistics collaboration. The research focuses on export‐oriented companies in the Marmara region and investigates how these key factors contribute to sustainability and competitive capability. Data were collected through an online survey with 620 responses from export‐oriented companies in the Marmara region. Jamovi 2.3 program was used to test the relationships and hypotheses between variables. Independent variables positively affect both the mediation variable (logistics collaboration) and the dependent variables (sustainable performance and competitive capability). In addition, logistics collaboration positively affects both dependent variables, highlighting its critical mediation role. The findings suggest that managers in emerging markets should prioritize collaborative logistics partnerships to translate green orientations into measurable economic and social gains. The research is limited to export‐oriented companies in a single region, which may affect the generalizability of the findings. Future research can expand the scope to different sectors and regions to validate the results.
Ateş et al. (Sun,) studied this question.