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This paper researches export marketing strategy (EMS) archetypes of agri-food exporters and organizational determinants that pose as their antecedent factors, using resource-based, dynamic capabilities and contingency theories as theoretical framework in a multi-county research setting. A twofold objective is specified – to explore hitherto used EMS and to examine differences between agri-food exporters based on organizational determinants.

Comparative research design, quantitative methodology, an etic/emic approach, descriptive and causal data analyses were employed. EMS archetypes were portrayed on radial plots, while six hypotheses were tested using MANOVA.

The tactical coordinator was identified as a universal EMS archetype. Diversity of archetypes was found as results of the effect of organizational determinants, confirming their ambivalent impacts rooted in the resources, capabilities and contingencies exporters have to face.

Main limitations arise from the sample choice in international business, concentration only on organizational determinants, survey as a data collection technique and reliance on self-report data from managers. Nevertheless, several theoretical and practical implications are defined.

To the authors’ knowledge, this paper is the first to apply the EMS archetype perspective to the agri-food industry in a developing country context and in an economic crisis context. Its multi-theory approach is supplemented with researched countries' national culture perspective and institutional background to extend understanding of agri-food firms' EMS archetypes.

External knowledge is a key resource for the success and the survival of born global firms; however, existing models provide minimal evidence on how these firms should source this knowledge resource. Thus, the purpose of this research is to increase understanding on the impact of diverse knowledge search and knowledge formal protection in international new ventures (INVs).

The study uses a quantitative methodology based on a sample of start-ups from the Spanish Community Innovation Survey data. Using ordinary least squares regressions on a 10-year period panel data, this research tests the moderator role of a heterogeneous base of international partners and formal knowledge appropriation strategy on the relationship between start-ups and their export performance.

The results show that compared to non-born global start-ups, born global firms benefit more from establishing relationships with a set of heterogeneous international partners. By contrast, all start-ups benefit from an extensive appropriation strategy if they establish such alliances with diverse international partners.

The study extends current theory on international entrepreneurship by providing a new theoretical framework for INVs of both the extensive use of formal mechanisms of knowledge protection and the access to heterogeneous and distant knowledge. This study has also several implications for knowledge management domain.