Institutional orientation–export performance relationship in B2B contexts: examination of its facilitating and boundary conditions

Purpose This study aims to explore the concept of institutional orientation for B2B firms, defined as their ability to understand and adapt to the institutional factors of foreign markets. It examines how internal and external moderators influence the relationship between institutional orientation and export performance. Design/methodology/approach This study used a purposive sampling survey targeting B2B 257 exporting firms, ensuring representation across company sizes, industries and international experience. The firms come from France and Tunisia, chosen for their institutional, cultural and economic differences. Findings This study finds that the relationship between institutional orientation and export performance is not supported. However, the study demonstrates that this relationship becomes significant when moderated by channel networking capability, structural organicity, customer dynamism and competitive intensity. Originality/value This study contributes to the literature by providing a more nuanced view of the relationship between institutional orientation and export performance in B2B firms and by exploring how internal and external contextual factors moderate it, an area that has not been thoroughly investigated.