Drivers of Export Improvisation : Empirical Evidence from UK Export Manufacturers

Souchon, Anne and Oliveira, Joao and Hodgkinson, Ian R and Nemkova, Ekaterina and Hughes, Paul and Boso, Nathaniel and Hultman, Magnus (2026) Drivers of Export Improvisation : Empirical Evidence from UK Export Manufacturers. International Marketing Review. ISSN 0265-1335 (In Press)

Text (AAM PDF_Proof)
AAM_PDF_Proof.PDF - Accepted Version
Available under License Creative Commons Attribution.
Download (781kB)

Abstract

Purpose – We develop and empirically test a model of antecedents to export improvisation, underpinned by a Systematic Literature Review (SLR) and an exploratory study. Export-specific drivers include export commitment, market orientation, experiential skills, learning orientation, and inter-functional coordination, modelled as antecedents of three dimensions of export improvisation, namely export action-orientation, spontaneity, and creativity. Design/methodology/approach – The SLR was performed to identify the state of the art in our knowledge and understanding of improvisation, its antecedents, and its manifestation in export contexts. An exploratory qualitative study of 10 UK export manufacturers was then conducted, aiming to generate specific insights into drivers of export improvisation. Data was analysed via within- and cross-case displays. Insights contextualised the SLR findings and aided in the development of a survey instrument administered to 197 export manufacturers in the UK. The quantitative data resulting from the survey was analysed via structured equation modelling in LISREL. Findings – Export commitment and inter-functional coordination boost spontaneity and creativity, while generation of export information hinders these. Meanwhile, export learning orientation and dissemination of export information enable action-orientation. Originality/value – Theoretical and empirical examinations of the antecedents to export improvisation have largely been overlooked in export literature, despite export improvisation likely being more widespread, and paradoxically trickier, than domestic improvisation. Given the growing importance of improvisation to export performance, an understanding of how to foster greater export improvisation is timely. Therefore, we address this research gap using multiple methods of enquiry.