La littérature en marketing international a montré depuis longtemps que les entreprises étrangères sont confrontées à des contraintes lorsqu’elles opèrent à l’étranger en raison d’un manque de connaissance de l’environnement institutionnel local. Pour faire face à ce manque de familiarité, certaines entreprises ont développé une culture organisationnelle de la capacité à comprendre et à prendre en compte les dimensions institutionnelles du marché de destination. Cet article vise donc à explorer l’orientation institutionnelle des entreprises et à tester son impact sur la performance à l’export. Dans une première étude, nous développons et validons une échelle de mesure à 12 items répartis en quatre dimensions. Dans une seconde étude, nous étudions l’influence de l’orientation institutionnelle sur la performance à l’export à partir d’un échantillon de 273 entreprises exportatrices françaises et tunisiennes. Les résultats montrent que cette relation n’est pas directe mais est médiatisée par l’engagement à l’export.
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