Complementary effect of entrepreneurial and market orientations on export new product success under differing levels of competitive intensity and financial capital Nathaniel Boso a, *, John W. Cadogan b,1 , Vicky M. Story c,2 a Leeds University Business School, Maurice Keyworth Building, University of Leeds, Leeds LS2 9JT, UK b School of Business and Economics, Loughborough University, Loughborough LE11 3TU, UK c Nottingham University Business School, The University of Nottingham, Jubilee Campus, Nottingham NG8 1BB, UK 1. Introduction Exporting is an important economic activity that is critical for the success of business organizations and nations (Morgan, Kaleka, & Katsikeas, 2004). Given its importance in contemporary world business, exporting has become a major means for entering international markets, sales expansion and profitability (Morgan et al., 2004). In this respect, export researchers have tried to understand key determinants of export success (e.g. Balabanis & Katsikea, 2003; Dimitratos, Lioukas, & Carter, 2004; Katsikeas, Leonidou, & Morgan, 2000; Robertson & Chetty, 2000). Focusing on the determinants of export success, there has been a rise in the number of variables that have been studied in recent years, and among these are export entrepreneurial and market orientations (e.g. Cadogan, Kuivalainen, & Sundqvist, 2009; Kuivalainen, Sundqvist, & Servais, 2007; Murray, Gao, & Kotabe, 2011). With respect to export entrepreneurial orientation, the broader international business literature recognizes that firm entrepreneurial behavior is a potentially critical determinant of international business success (e.g. Kuivalainen et al., 2007). However, in testing the notion that entrepreneurial orientation is associated with export success among firms operating in International Business Review xxx (2011) xxx–xxx ARTICLE INFO Article history: Received 24 September 2010 Received in revised form 24 July 2011 Accepted 27 July 2011 Keywords: Competitive intensity Export entrepreneurial-oriented behavior Export market-oriented behavior Export new product performance Financial capital ABSTRACT The literature implies that entrepreneurial and market orientations are market-based resources that are essential for securing business success, but their performance impacts are unclear. In the specific field of export research, there is limited information on the interactive effect of these two market-based resources on export new product performance. Accordingly, the current study investigates the joint impacts of these two resources on export new product performance under differing levels of competitive intensity and financial capital. Using a survey of 212 British exporters, the study shows that seeking complementarity between entrepreneurial-oriented and market-oriented behaviors is a useful strategy for export new product success, especially when there is a suitably high level of competitive intensity in the export market environment, and when the export unit has greater access to financial capital. Theoretical and managerial implications of the results are discussed. ß 2011 Elsevier Ltd. All rights reserved. * Corresponding author. Tel.: +44 0113 343 8655. E-mail addresses: N.Boso@Leeds.ac.uk (N. Boso), j.w.cadogan@Lboro.ac.uk (J.W. Cadogan), Vicky.Story@nottingham.ac.uk (V.M. Story). 1 Tel.: +44 01509 228846; fax: +44 01509 223960. 2 Tel.: +44 0115 8466192. G Model IBR-876; No. of Pages 15 Please cite this article in press as: Boso, N., et al. Complementary effect of entrepreneurial and market orientations on export new product success under differing levels of competitive intensity and financial capital. International Business Review (2011), doi:10.1016/j.ibusrev.2011.07.009 Contents lists available at ScienceDirect International Business Review journal homepage: www.elsevier.com/locate/ibusrev 0969-5931/$ – see front matter ß 2011 Elsevier Ltd. All rights reserved. doi:10.1016/j.ibusrev.2011.07.009