
While quasi-government hybrid organizations such as trade and exporters' associations offer a great promise of “greater effectiveness” and “businesslike” functions ( Koppell, 2006), private export service organizations such as banks and insurance companies play an active and complementary role in export promotion ( Seringhaus and Rosson, 1990). This insular focus on EPPs has limited our understanding of the relationship between export assistance and performance ( Catanzaro et al., 2019 Faroque and Takahashi, 2015 Geldres-Weiss and Monreal-Pérez, 2018 Singer and Czinkota, 1994 Wilkinson and Brouthers, 2006). Research interests are skewed toward the assistance provided by governmental agencies, despite the prevalence of quasi-national and private institutions ( Clayton et al., 2018).

It also addresses the fundamental question of whether export support-related policies can influence export entrepreneurship to achieve export success. Accordingly, this research presents a conceptual framework connecting (international) entrepreneurship literature with export assistance. Likewise, scholars from the export entrepreneurship field have maintained a safe distance from the export assistance literature by focusing exclusively on performance outcomes, despite the complementary nature of these two streams of literature ( Faroque and Takahashi, 2012a). Although scholars acknowledge that national EPPs can be instrumental in enhancing entrepreneurial capabilities ( Cavusgil and Yeoh, 1994 Leonidou et al., 2015), researchers have ignored this perspective in favor of a parochial focus on the performance implications of EPPs. National institutional policies influence the incentives and opportunities for which firms innovate and adapt to dynamic environments, with important implications for strategy and entrepreneurship ( Holmes et al., 2016). Consequently, governments design public policies to enable firms to succeed in international markets. The basic tenet is that exporting is an entrepreneurial act ( Ibeh and Young, 2001), so export promotion programs (EPPs) conducted by governmental, quasi-governmental and nongovernmental entities must be strongly linked to export entrepreneurship.

The development of export marketing remains a key challenge for both the private and public sectors.
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