Export Performance of Moroccan SMEs under a Paradoxical Prism

The concept of export performance has evolved from a predominantly economic approach to a more comprehensive perspective and, more recently, to a sustainability-oriented approach. The present study investigates how can exporting SMEs reach sustainable performance while reconciling goals that are competing and coexisting simultaneously. The aim of the study is to narrow the literature gaps related to the concept as well as to understand the unresolved tensions that arise from conflicting expectations and dimensions. An exploratory qualitative study was conducted, involving a population of practitioners and experts in different exporting fields in Morocco, to examine how exporting SMEs deal with economic, social, and environmental challenges to achieve an overall performance. The results suggest the following: 1) Export performance needs paradoxes management capacities, particularly in exporting SMEs; 2) Companies that are applying sustainable practices are improving their competitiveness; and 3) Export performance depends on sustainable value of products compiled with markets diversification. Our study contributes to the understanding of the complex relationship between sustainable corporate actions and stakeholder needs, to achieve the full richness of the concept of export performance.