This research verifies the moderating effect of informal institutions on the relationship between organisational innovation and organisational learning in the export performance between two countries with diverse cultural characteristics. In the same way, this research attempted to verify whether there is a bidirectional relationship between organisational learning and export performance. To achieve the research purpose, a model of dynamic structural equations is conducted. It is possible to consider that bets on strategies for innovation in the company's products are important, as this allows more efficient access to external markets. The results show the need for innovation activities in a country's economic development and, therefore, the need to improve the conditions of the production platform and its impact at the country level. The most significant value of this research paper is its identification of the bidirectional relationship between organisational innovation and a country's export activity.