TY - JOUR

T1 - The role of artificial intelligence capabilities in enhancing export performance

T2 - a study of ambidexterity and dynamic capabilities

AU - Kumar, Sachin

AU - Vandana, V.

AU - Kumar, Vinod

AU - Chatterjee, Sheshadri

AU - Mariani, Marcello

AU - De Massis, Alfredo

PY - 2025/6/3

Y1 - 2025/6/3

N2 - Purpose: 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. Design/methodology/approach: 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). Findings: 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. Research limitations/implications: 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. Originality/value: 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.

AB - Purpose: 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. Design/methodology/approach: 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). Findings: 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. Research limitations/implications: 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. Originality/value: 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.

KW - Artificial intelligence

KW - Competitive intensity

KW - Environmental dynamism

KW - Export market ambidexterity

KW - Export performance

KW - International marketing capabilities

U2 - 10.1108/IMR-10-2024-0426

DO - 10.1108/IMR-10-2024-0426

M3 - Journal article

AN - SCOPUS:105007083764

JO - International Marketing Review

JF - International Marketing Review

SN - 0265-1335

ER -