Sustainability, innovative orientation and export performance of manufacturing SMEs: An empirical analysis of the mediating role of corporate image
Abstract: The objective of
this research is to empirically analyze the role played by corporate image,
sustainability, and innovative orientation on export performance.
Design/methodology/approach: hypothesis testing was conducted with a
sample of 180 manufacturing SMEs in Seville (Spain) and a structural equation
system is modeled using the technique Partial Least Squares (PLS). The research
model includes the following variables: corporate image, sustainability, and
innovative orientation on export performance.
Findings: The results show the positive effect of sustainability and
innovative orientation on export performance, as well as the mediator effect of
corporate image on these relationships.
Research limitations/implications: The results may be more general if we
had used a national sample and cross cultural. The conclusions cannot be
directly extrapolated to other countries. This work propose future research
doing the same study with other types companies.
Originality/value: Corporate image requires special attention, as it acts
as a filter of the impacts of sustainability and innovative orientation. The
creation of corporate image not only as a result of tangible items, but as a
result of the actions and behavior of the company. In this research is showed
that there is a high level of complexity in the management of intangibles since
the intangibles influence each other, such as the influence of sustainability
and innovative orientation on corporate image. Managers should focus on proper
design and management of the company image, in order to compete and grow in the
international area.
Author: Francisco
Villena-Manzanares, Jaime Eduardo Souto-Pérez
Journal Code: jptindustrigg160015
