Spicing up export functions with Chutzpah – the context of market-driven and market-driving export orientations

Purpose – Exporters often struggle to differentiate themselves from competitors in the international arena. In this context, Chutzpah may present as a solution to differentiation. Drawing on the resource-based view, this research brings the fields of Chutzpah and export market orientation together. In doing so, it aims to develop an understanding of Chutzpah as an important intangible export resource and its mediating role in the relationship between export market-driven and market-driving orientations and export performance. Design/methodology/approach – In total, 27 interviews with export decision-makers were conducted in Israel (Study 1). Data were analyzed using the Gioia methodology. This was followed by two separate surveys (Study 2), also with export decision-makers in Israel, with data analyzed in structural equation modeling via AMOS 29. Findings – Study 1 confirmed the importance of Chutzpah to exporters and allowed the development of a definition of Chutzpah in an export context as “international firms” ability to demonstrate audacity, manifested in bold (daring/unconventional) actions in their international markets. In a market-driven context, study 2 revealed that responsiveness acts as a mediator between generation/dissemination of information and Chutzpah and that Chutzpah is positively related to customer satisfaction. In a market-driving context, innovation intensity acts as a mediator between proactiveness and Chutzpah, while risk-taking was found to be directly related to Chutzpah. Originality/value – Export market orientation is increasingly insufficient to grow export performance by itself. We contribute to the literature on export market orientation by revealing how market-driven and market-driving orientations can grow performance through embedding Chutzpah in exporters' decision-making. In doing so, we bring the concept of Chutzpah into the international marketing field for the first time.