ABSTRACT Despite the advantages associated with export, achieving good export performance remains a daunting task for export firms. Hence, exploring the strategies that firms can adopt to enhance export performance would be useful for export firms. This study aims to examine the influence of the nature of the firm (lean manufacturing, agile, and ambidexterity) on export performance. Pursuant to this, quantitative methods were employed for data collection and analysis. A cross‐sectional survey was carried out involving 185 firms in the manufacturing industry of Ghana that are engaged in exporting. Data was analyzed using PLS‐SEM. The study's findings indicate that all three elements of the nature of the firm, that is, lean manufacturing, agile, and ambidexterity, have a significant positive influence on export performance. Pricing strategy and market selection are found to have a mediating influence on the nature of a firm's influence on export performance. The relationship between the nature of the firm and export performance is moderated by technical barriers. This study demonstrates that no single operational strategy is generally superior; instead, the choice between lean, agile, and/or ambidexterity should be guided by industry context, market demands, and firm capabilities.
Nnindini et al. (Fri,) studied this question.
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