Purpose: This study investigated the roles of marketing exploitation and exploration as strategies in export companies …, including interaction terms to both, has been conducted to test the main effect, the impact of marketing exploitation and …/results: Empirically, results show that marketing exploitation and marketing exploration are positively related to export performance …

moderate the impact of marketing exploitation and exploration on firm performance differently. The findings from surveys of key … informants in 220 firms show that pursuing marketing exploitation and exploration simultaneously hurts firms' market performance …. Supplier collaboration enhances the impact of marketing exploration but weakens the impact of marketing exploitation on market …