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EMAC 2024 Annual


Regulatory Focus and International Marketing Agility
(A2024-118622)

Published: May 28, 2024

AUTHORS

Filipe Coelho, University of Coimbra, CeBER, Faculty of Economics; Carlos Sousa, Molde University College; Nuno Crespo, ISEG Lisbon School of Economics & Management, Universidade de Lisboa; Pedro Silva, University of Coimbra, CeBER, Faculty of Economics; Lorena Bellora, University of Coimbra, CeBER, Faculty of Economics

ABSTRACT

International marketing agility (IMA) is an emerging topic in international marketing research. This research addresses claims for the study of the antecedents of IMA, examining how decision-makers' regulatory focus (RF), comprising a promotion and a prevention orientation, shape a firm’s IMA. Drawing on the Resource-Based-View, we also contribute to knowledge by examining how export intensity moderates the relationship between RF and IMA. The hypotheses were tested using the responses of 347 decision-makers of Portuguese exporting firms. The results suggest that a promotion orientation is positively related to IMA and that this effect is strengthened by export intensity. As to prevention orientation, its negative effect on IMA only emerges in the presence of a firm’s high export intensity. These results are novel, delivering a significant contribution to existing knowledge, namely by enlightening how decision-makers’ psychological traits affect IMA, and the boundary conditions.