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Intensity and diversity of Internationalization among SME exporters in China
Lancy Mac1; Felicitas Evangelista2
Source PublicationMultinational Business Review
ABS Journal Level2


This study aims to gauge the interactive effect of export intensity and diversity on export performance among exporters in an emerging economy and explore the moderating effect of export intermediaries on the internationalization–export performance relationship.


A survey was undertaken among a convenience sample of small and medium exporters located in Guangdong and Fujian Provinces in South China.


The results show that intensity and diversity interact negatively with export performance, whereas the use of export agents registered a positive effect. Exporters pursuing a strategy of high export intensity will achieve better performance provided that these exports are concentrated in a few countries. Using export agents can help in enhancing the intensity–performance relationship but not that for diversity–performance.

Practical implications

Chinese exporters are advised not to blindly pursue international expansion without regard to their own resources and capabilities. They should try to strike a balance between intensity and diversity and employ external agents when needed.


This research seeks to address the void in the literature on how export intensity and diversity should be balanced to create a positive effect on the performance of exporting ventures in an emerging economy, which is under-addressed in the literature. It is also found that employment of export intermediaries is not always good for export performance.

KeywordExporters China Export Intensity Export Intensity Ambidexterity Institutional Perspective
Indexed ByCSSCI
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Document TypeJournal article
CollectionFaculty of Business Administration
Affiliation1.Faculty of Business Administration, University of Macau, Macau, China
2.Department of Business, Western Sydney University, Sydney, Australia
First Author AffilicationFaculty of Business Administration
Recommended Citation
GB/T 7714
Lancy Mac,Felicitas Evangelista. Intensity and diversity of Internationalization among SME exporters in China[J]. Multinational Business Review,2016,24(3):229-248.
APA Lancy Mac,&Felicitas Evangelista.(2016).Intensity and diversity of Internationalization among SME exporters in China.Multinational Business Review,24(3),229-248.
MLA Lancy Mac,et al."Intensity and diversity of Internationalization among SME exporters in China".Multinational Business Review 24.3(2016):229-248.
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