Examining the Mediating Role of Organizational Learning in Linking Competitive Strategies to Export Performance: Evidence from Ethiopian SMEs
DOI:
https://doi.org/10.20372/star.V14.i1.13Keywords:
Organizational Learning, Differentiation strategy, Cost Leadership Strategy, SMEs’ export performanceAbstract
The study's goal is to investigate how differentiation and cost leadership strategies affect Ethiopian SMEs' export performance. In the meantime, to comprehend how organizational learning functions as a mediator between them. To do this, the study used a quantitative research approach and an explanatory cross-sectional survey design. Only 300 Ethiopian coffee-exporting SMEs that are actively involved in Ethiopian coffee exporting were surveyed to collect data. Finally, the collected data were analyzed using structural equation modeling (SEM) with SMART PLS 3.2 software. The findings reveal that cost leadership has a significant direct impact on export performance, while its indirect effect via organizational learning on performance is statistically insignificant. In contrast, differentiation strategy has a direct negative effect on export performance; however, it positively affects organizational learning, which improves export results. The study highlights organizational learning's dual role as a mediator, advising SMEs to prioritize it and balance cost leadership with differentiation strategies to improve export performance. It offers actionable insights for managers and policymakers, stressing learning as a strategic focus. Future research should expand with longitudinal designs, additional variables, and diverse samples from developing nations to generalize findings.
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