MARKET STRATEGY, MANAGERIAL ATTITUDE, AND FIRM CAPABILITY ON EXPORT PERFORMANCE: STRUCTURAL ANALYSIS EVIDENCE FROM FRESH FRUITS AND VEGETABLE PRODUCERS IN ETHIOPIA
Keywords:export performance factors, export performance, fruits, vegetables, and Ethiopia
The objective of this study is to examine the market strategy, managerial attitude, and firm capability that are significant for the export performance of fresh fruits and vegetables in Ethiopia. the study analyzed data from 85 questionnaire-based surveys of managers from medium, and large-scale fresh fruits and vegetable export companies in Ethiopia using PLS-SEM model. The model identified three significant factors and it reveals that all the relationships in the hypothesized model were significant at p < 0.05 and this shows that managerial attitude (0.00), affects export performance. The latent variables, market strategy (P=0.099), and firm capabilities (0.053) have not significantly affect the export performance of enterprises of fresh fruits and vegetable exporters in Ethiopia. these findings point to the need for business organizations and policymakers to address these export performance factors, thus improving the contribution of these firms to the economic development of countries and the result of the study completes the findings for, practice policy, and research endeavors.
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