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This study aims to analyse the joint impact of institutional distance (ID) and the generation of commercial intelligence (GCI) on export proactivity and coordination capacity, as well as the effect of these last ones on the export performance.

This analysis was carried out by using structural equation modelling for 89 Peruvian agro-exporting small and medium enterprises (SMEs).

This study demonstrates the positive impact of relational norms on intelligence generation, and that of the latter on coordination capacity and export proactivity. Likewise, ID has a negative impact on coordination capacity, revealing its inverse effect on this relationship.

The paper has limitations due to its cross-sectional nature. In addition, future studies could increase the sample size and studies in other sectors for comparison purposes. Also, studies on ID in emerging countries should be deepened.

Managerial implications are reported and show the influence of the institutional context on the coordination capacity and export proactivity of the firm.

In the literature review on exporting SMEs in emerging countries, it has been little studied the impact of activities such as relationship management and ID from markets as antecedents to the GCI, export proactivity and coordination capacity as well as their effect on their export performance. Therefore, the originality relies on the insights provided by Peru, because this country bases its exports on its comparative advantages and the reactive behaviour of most of its small and medium enterprises (SMEs).

The objective of this research is to analyse the joint impact of export proactivity and coordination capacity as mediators on the relationship between export market orientation (EMO) and export performance and the relational norms and export continuity as EMO's antecedents.

The study uses structural equation modelling for the analysis of 127 small and medium enterprises (SMEs) from the agri-export sector in Peru.

The research demonstrates the mediating role of export proactivity between EMO and export performance and the impact of relational norms as an antecedent of EMO as well as that of export continuity in export performance.

The cross-sectional study design has certain limitations; thus, longitudinal research is necessary to analyse the evolution of the impact of these variables. Future research should also consider new variables, such as absorptive capacity and institutional distance, in relation to EMO and export performance in emerging markets.

This research paper provides a perspective that is an alternative to the traditional literature related to EMO since coordination capacity and export proactivity have been used as EMO's antecedents. However, in emerging countries, such as Peru, exports are based on comparative advantages. Under this context, it is necessary to analyse export proactivity and coordination capacity as mediators of the relationship between EMO and export performance and the relational norms and export continuity as EMO's antecedents.

The purpose of this study is to analyse the mediating and moderating effects of relational flexibility norms on relationship building capacities and export performance.

The study followed a quantitative and cross-sectional approach. The analysis was applied to 95 Peruvian Exporting SMEs which were examined through structural equation modelling (SEM) using AMOS 24.0 statistical package. The responses were gathered through telephone and personal interviews which were tested using the Mann–Whitney U test, finding no statistically significant differences.

The main finding of the study is to demonstrate the indirect effect of relational flexibility norms on the export performance of SMEs through relationship-building capabilities. In this way, these capabilities become very important variables in the export management of SMEs, since they directly affect the relationship of the Exporter–Importer dyad.

One of the limitations is the cross-sectional type study that applies to the short-term effects of relational norms. Organizational characteristics and other factors that may affect export performance should also be considered in future research, as well as longitudinal studies should be developed.

The study allows SMEs to focus management efforts on strengthening the relationship – building capabilities, which are very important given SMEs' resource constraints. Therefore, an adequate management of relations with importers can contribute to the reduction of control and coordination costs; and have a positive impact on export performance. Similarly, the study contributes to the management of export promotion by suggesting that one area to be prioritized is the strengthening of the relationship capacities of exporting SMEs.

The study provides the analysis of the mediating effect of the relationship-building capability between relational flexibility and export performance. In this way, it enriches the theoretical analysis and contributes with the empirical evidence of an emerging country like the case of Peru.