The adoption of sustainability orientation (SO) by international new ventures (INVs) has been generally noted to positively influence their post‐entry performance. However, knowledge is lacking on organizational mechanism and firm capabilities which combines with SO to help firms achieve improved post‐entry performance. Consequently, we adopted the natural resource‐based view (NRBV) to explore how international brand orientation (IBO) mediates this relationship. In addition, we shed light on when the relationship is more pronounced by examining how firms' dynamic capability, relating to levels of market orientation (MO), enhances or attenuates this linkage. Using time‐lagged data from 288 INVs operating in Ghana, the results reveal that the positive effect of SO on post‐entry performance is mediated by IBO. Additionally, the effect of IBO on post‐entry performance is amplified when a firm's MO is high. Thus, we show that INVs from developing markets are more likely to maximize the positive effects of pro‐environmental strategies on their global market performance if these are complemented by effective brand management and elevated market‐oriented capabilities.

中文翻译：

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可持续发展导向和入职后绩效：品牌和市场导向能力的作用


国际新企业 （INV） 采用可持续发展导向 （SO） 通常被认为对其进入后的表现产生了积极影响。然而，缺乏关于组织机制和公司能力的知识，这些知识与 SO 相结合，可以帮助公司实现更高的入职后绩效。因此，我们采用了基于自然资源的观点 （NRBV） 来探索国际品牌定位 （IBO） 如何调节这种关系。此外，我们通过研究企业与市场导向 （MO） 水平相关的动态能力如何增强或减弱这种联系，阐明了这种关系何时更加明显。使用来自在加纳运营的 288 个 INV 的时间滞后数据，结果表明 SO 对入境后绩效的积极影响是由 IBO 介导的。此外，当公司的 MO 较高时，IBO 对入职后绩效的影响会被放大。因此，我们表明，如果辅以有效的品牌管理和提高的市场导向能力，来自发展中市场的 INV 更有可能最大限度地发挥亲环境战略对其全球市场表现的积极影响。