The Impact of Institutional Support on Export Performance: Analyzing the Role of Market Turbulence and Innovation Orientation

The main purpose of this study is to investigate the effect of institutional support on export performance by considering the variables of market turmoil and innovation orientation. This research has been done with a quantitative approach and using a survey technique. The data collection tool is a questionnaire. Market turmoil was measured based on three indicators of change in customer demand, change in customer needs and change in customer preferences and institutional support based on two indicators of marketing support and financial support. The statistical sample consists of 169 managers of small and medium companies active exporters in Mazandaran province who were selected using simple random sampling method. The validity of the questionnaires was evaluated based on the validity of constructive, diagnostic, convergent and divergent and its reliability with Cronbach's alpha coefficient. Hypotheses were tested using structural equation modeling and SmartPLS software. Based on the results of the test of research hypotheses, marketing support has an effect on export performance and innovation orientation. Financial support influences the direction of innovation. However, the impact of financial support on export performance was not confirmed. Innovation orientation affects export performance. According to the results, the adjustment of market turbulence in the relationship between innovation orientation and export performance has increased the effect of innovation orientation on export performance. Also, marketing support has an effect on export performance by considering the variable of innovation orientation, but the indirect effect of financial support on export performance through the variable of innovation orientation is not significant.