Considering ambidexterity and dynamic capability theories, the present study aims to examine the relationship between AI capabilities, export market exploration and exploitation, international marketing capabilities and export performance. Moreover, the moderating effect of environmental dynamism and competitive intensity is measured.
A conceptual model was developed on the basis of a literature review. The direct, mediation and moderating relationships between the variables were tested through structural equation modelling (SEM). The data for analysis was collected from 377 export managers of companies operating in the Delhi NCR region (India).
The findings revealed that AI capabilities significantly influence export market exploitation and exploration allowing firms to achieve a balance between export exploitation and exploration. Furthermore, export exploitation and exploration were found to indirectly improve export performance by strengthening international marketing capabilities. Moreover, environmental dynamism and competitive intensity significantly moderate the relationships. Moreover, AI capabilities can boost firm agility in existing markets through streamlined operations and provide market intelligence to enter new markets. All these factors have an impact on export performance.
The present study contributes to the international marketing literature through an analysis of the relationships between AI capabilities, export market exploration and exploitation, international marketing capabilities and export performance while analyzing the moderating effect of environmental dynamism and competitive intensity. However, cross-sectional research design and geographical boundaries for data collection may limit the generalizability of the findings.
This study innovatively examines the integrated impact of AI capabilities, export ambidexterity and marketing capabilities on export performance which makes it unique from previous studies.
