Trang 1 MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION GRADUATION PROJECTMAJOR: INDUSTRIAL MANAGEMENTEVALUATING DETERMINANTS AFFECTING TO B2B
Rationale
The Industrial Revolution 4.0 advancements have had a significant impact on the economic, social, and environmental growth of all countries throughout the world Aside from the development of technology, environmental issues and green living are also important priorities Every Vietnamese has heard the term “handicrafts” at least once in their daily lives Handicraft goods not only add creative and cultural value, but also provide income to households in Vietnam’s countryside According to Teo et al (2020), handicraft is an essential heritage that represents a cultures and country’s identity in addition to bringing economic value to nations Khan & Amir (2013) mentioned handicraft as an unique expressions of a culture or community through local craftsmanship and materials Traditional artisan communities and their products can no longer be seen in isolation from global market trends and competition Handicrafts are part of a larger industry for home accessories that comprises handcrafted, semi- handcrafted, and machine-made items The consumption trend is expanding toward ecologically friendly products, many items receive great attention in international marketplaces, which are made from natural materials such as rattan, bamboo, seagrass, water hyacinth, etc., for which Vietnam is an ideal country and great conditions to develop this type of product Despite the fact that Covid-19 has had significant effects on the economy and the export performance of many other items, the handicraft industry has shown sustained development in the first 7 months of 2020 (Thanh Tam, 2020) In accordance to the Vietnam Association of Craft Villages (VICRAFTS), Vietnamese handicraft products were exported to over 160 nations in 2023, with a yearly turnover of more than 2 billion USD In foreign markets, specifically Europe, are one of the potential markets for Vietnamese handicrafts Vietnam is the second largest exporter of rattan, bamboo, seagrass products in the world ranked in 2 nd position after China with an average growth rate of more than 26% per year from 2018 to 2022
This demonstrates that the use of handicrafts made from environmentally friendly natural materials is spreading globally In the past 5 years, the export turnover of rattan,
2 bamboo and seagrass products has increased significantly In 2021, export turnover was
878 million USD, more than in 2018, an increase of 43.8% over 2020 However, the export turnover of these handicraft products fell slightly by 6.8% in 2020 compared to
2020 There are still several barriers for this type of product These barriers become determinants that have a direct impact on foreign sales activities Many research have been conducted to examine the factors influencing the export sales process in a variety sectors Nevertheless, the author discovered that there are still quite a few more in-depth studies on the foreign sales process of handicraft products To the best of my knowledge, there is currently a lack of studies on the evaluation and ranking of factors affecting foreign sales by applying the AHP method in combination with Neutrosophic sets
The choice of this research topic is inherently connected to the specific context of BHWH Company Limited, operating in the handicraft industry as a young firm with limited experience in global sales Neutrosophic AHP was selected as the analytical framework for this study due to its practicality in dealing with complex, uncertain, and conflicting information The handicraft industry frequently operates in a variety of cultural and economic situations, and the Neutrosophic AHP technique is well-suited to dealing with such complex and ambiguous data This technique enables an advanced study of factors influencing B2B foreign sales activities while accounting for inherent uncertainty in international business decision-making
As a result, the author conducted this research on the topic “Evaluating determinants affecting B2B foreign sales activities using Neutrosophic AHP approach: a case at BHWH Company Limited” The author will synthesis the factors impacting the foreign sales activities in the handicraft industry in this study This evaluation can help firms in determining which criteria are most significant for foreign sales activities, allowing them to develop sales strategies and solutions The purpose of this research is to contribute to the theoretical development of foreign sales operations in general, and handicraft sales to foreign nations in particular
Research objectives
General objective: Evaluating determinants affecting to B2B foreign sales activities in the handicraft industry
- Determining the criteria and sub-criteria which most influence B2B foreign sales activities
- Evaluating the criteria and sub-criteria affecting B2B foreign sales activities in the handicraft industry based on the AHP method and using the Neutrosophic number
- Ranking determinants are based on the evaluation results.
Research object and scope
Research object: Determinants affect to B2B foreign sales activities in the handicraft industry is the object of this study
Research methodology
This study used the data collection approach, collecting opinions from experts in the Vietnam handicraft export business in order to gather data for evaluating the relationship between the criteria Individuals and organizations with extensive knowledge and years of experience in exporting the Vietnamese handicraft industry provided the opinions and criteria for this study
The author applies the Analytic Hierarchical Process (AHP) method combined with a set of Interval-valued Neutrosophic numbers to evaluate the factors impacting
B2B foreign sales activities The data used in the evaluation process is collected through the data collection method.
The structure of the rpoject
This thesis consists of 5 chapters:
Introduce reasons for choosing this topic, research objective, object and scope of the research, methodology and structure of topic
Introduce concepts and theories in the handicraft industry, B2B foreign sales, Neutrosophic sets basic theories, and the AHP technique
By collecting and synthesizing previous studies, the author provides criteria and a research model for this study Describe in detail the AHP approach, Neutrosophic sets, and the hierarchical model of Interval-valued numbers combination
Analyze and explain data based on evaluations gathered from expert interviews using the methods specified in the article To rank and characterize the most influential factors based on the results
Making conclusions, recommendations, and implications based on an evaluation of the determinants affecting foreign sales activities in handicraft industry
INTRODUCTION TO THE COMPANY
Overview
On June 26, 2020, BHWH Company Limited was officially established and developed by a group of young individuals who share the same ideals and vision of bringing Vietnamese handicrafts to other countries As a start-up initiative, the goal is to create items out of the most natural resources in Vietnam and sell them to other nations across the world
BHWH’s major products are handicraft items, with priority materials being natural materials, and a clear purpose of arranging all products, respecting the most natural resources, specifically preserving the environment, and giving jobs for women in Vietnamese craft villages
BHWH is an acronym for “By Hand With Heart”, meaning that all of the company’s products are manufactured by hand with sincerity from the hearts of artisans in the village Aiming to supply the greatest items with the best service The company’s new showroom, located in the center of District 1, opened in July 2020, making it easier for overseas partners to attend visits, meetings, and discussions With a goal for long- term partnership, this can assist clients to better understand the product, sales process, and manufacturing BHWH’s main aim until May 2023 is to focus on increasing its company by exporting handcrafted goods to nations all over the world Customers of BHWH currently come from Spain, the United States, the United Kingdom, Canada, Mexico, Australia, Japan, and Germany
Vision and Mission
Vision: Developing into a recognized trade firm in Vietnam, based on skill, proactive, creative, bilingual, and disciplined human resources
Mission: Connecting young individuals with the same desire and dream to offer the best goods of the Vietnamese people to the globe Providing chances for women to work in rural Vietnam.
Line of business
Provide products for interior design and daily use in the house Handicraft export, home and garden decoration, kitchenware, fashion, and other additional items are all available for sale In addition to focusing on exports, BHWH is expanding its retail business through E-commerce platforms
BHWH operates in the following business categories:
Ceiling or standing lampshades, as well as lanterns, are often made of rattan, bamboo, jute, seagrass, and other natural fibers Design and color can be changed to
7 match the demands of the customer Furthermore, BHWH continues to place an emphasis on retaining the inherent colors of the materials
Storage baskets, plant baskets, and laundry baskets are all produced from natural materials: seagrass, water hyacinth, and banana, … which are properly managed and safe to use
Wall decorations include a vibrant seagrass plate and a rattan mirror with a variety of designs To generate firmness, the mirror frame is constructed of rattan or bamboo, but the textures are still molded in diverse form to provide softness suited for home design
Figure 1.4 Wall decoration & Mirror category
Furniture includes all types of household furnishings such as sofas, tables, chairs, child’s cuddles, and outdoor furniture The key ingredients are jute fiber, water hyacinth, and rattan BHWH’s core focus is the manufacture of interior and outdoor furniture, and new carpet designs are continually being developed
Kitchenware is a board category that includes trays, plates, bowls, placemats, coasters, spoons, and other items Things used to hold food will have an additional layer painted or oiled to preserve food safety and cleanliness and to avoid material degradation after continuous usage
Another difference between BHWH and its rivals is that the R&D team will constantly investigate concepts and create seasonal collections BHWH just introduced a collection of Christmas decorations as well as a line of handbags and hats for the Spring and Summer 2024 seasons
BHWH’s organization structure
1.4.1 Organizational structure of the BHWH’s personnel
The BHWH company’s employees is divided into 3 departments, as shown in the chart below: Back Office Department, Sales Department, and Quality Control
1.4.2 Duties and responsibilities of each department
Founder/ CEO: The director is in charge of the company’s overall administration and department management The director is also involved in tracking export orders, communicating with clients, and negotiating the final
• Gather information about potential customers
• Using the company’s database, call or contact via email with clients
• Taking care of current customers while seeking new ones
• In line with the customer’s request procedure, send the request to the Purchasing Department (Back Office)
• The Sales Dept is one of the most important aspects of the company Each sales professional will be in charge of 1 or 2 unique markets, and then will be assigned daily, weekly, and monthly KPIs
• Prospecting, emailing, or having a quick phone discussion with potential clients before setting up a more in-depth appointment are the key tasks of the Sales Team
Human Resources Department: The human resources division handles the employment process for the organization’s workforce while also monitoring, supervising, and evaluating each employee’s working environment Then, compare the results to the previously established KPI The HR division will also be in charge of issue solutions and asset management for the firm and the office
Procurement Department: Responsible for locating and contacting suppliers, such as factories or suitable craft communities, in order to fulfil consumer orders After doing statistics, compute the quotations sent by the Sales Team Modify and update product models and pricing with FOB prices in the company’s catalogue
Marketing Department: In charge of managing the information for the company’s product models In the case of B2B, the department will closely monitor the progress of export orders by contacting the manufacturer, transferring the unit, and reporting to the client Accountable for the company’s information management product models This division will also monitor internet retailers such as Alibaba, perform research, and find potential clients Employees will work in retail showroom, local E-commerce site such as Shopee, Lazada, and Tiktok, as well as social media platforms such as Instagram, and Facebook, … Aside from that, the division will handle social media advertising campaigns for the company’s new products and collections
Accounting Department: Monthly revenue and spending from working with essential required documentation and invoices for the company’s financial administration
Research & Development Department: This department is in charge of seasonal collection concepts for the company The R&D Team will undertake research on new models or designs based on the examples discussed with the Sales Team and transform them into finished items The R&D will also visit artisan communities directly to choose natural materials and make finished items for the collection
Quality Control: Before mass production begins, the department performs in- person product quality checks in artisan villages Following that, do a quality check before packaging and shipping to the export port The size of the products, the color in comparison to sample items, the moisture content during packing and the quantity exists in each carton box, the label on the product, and the logo of the partner company will be monitored.
BHWH business performance
BHWH is still a young and inexperienced company in the industry of exporting Vietnamese handicrafts BHWH conducted all of customer business online for the first two years Even though the majority of purchases came from old customers, revenue exceeded expectations Because of the speed of import and export operations following the effect of the Covid-19 outbreak, orders from the after pandemic had a higher load and value than those during the pandemic period
Imports from other markets also faced various obstacles as a result of the global financial crisis and an unexpected jump in gasoline prices in the fourth quarter of the year Following the detection of warning signs for the country’s export scenario in the second half of 2022, BHWH believes the first half of 2023 will be an excellent chance to reach new market with creative and affordable collections
Summary of chapter 1: The author has provided for readers with an overview of
BHWH Vietnam Co., Ltd This chapter mentions the history of the company of formation and development of the company, explained the meaning hidden in the phrase “BHWH”, vision, mission and available product lines at BHWH company The information in this chapter will help readers understand the future goals of BHWH in the handicraft industry
LITERATURE REVIEW
Handicraft industry
Handicrafts are considered as an essential component in all areas of Art and Design According to Yang et al (2018), the handicraft sector is important for creating income and job opportunities, and it has also been recognized internationally as a method for poverty reduction Handicrafts are frequently culturally significant and are an important component of a nation’s tradition and identity Handicrafts are essential items manufactured by hand with the assistance of simple tools (Rachael A Szydlowski, 2008) Handicraft products always have great cultural and aesthetic value since they are made with creativity and careful attention Handicrafts are gradually gaining popularity in the international market, paralleling the consumer trend toward environmental protection and green living Craft communities and artists have a significant production role in the entire industry
In the opinion of experts, Vietnam has a significant potential for exporting handicrafts to foreign nations Vietnam’s handicraft products can be found in 163 different countries According to data from the Ministry of Industry and Trade 2019, handicrafts remain among Vietnam’s top ten export products Each million USD exported by the handicraft industry may bring from 5 to 10 times more profit and eliminate the employment problem for 3,000 to 5,000 workers In Vietnam, particularly in rural regions, handicrafts have proven to be a sustainable source of income and employment (Rachael A Szydlowski, 2008) In recent years, handicrafts made from natural materials in Vietnam have aimed to improve the quality and diversity of product designs to compete with China and Indonesia
Vietnam is a major exporter of handicrafts in Asia Vietnamese have continued to produce, develop, and provide a broad range of high-quality eco-friendly of handcraft items in Vietnam and globally, primarily in Europe, America, Japan, and Australia Vietnam has developed competitive advantages in handicraft production, ranking second in Asia behind China (Do Thao Nguyen, 2013) As a result, the Vietnam handicraft marketplace has the advantage in that importers are more likely to leave China and seek alternative suppliers in the Vietnam marketplace (Teo et al., 2020) According to
VIETCRAFT 2020, Vietnam’s rattan, bamboo, and seagrass goods are mostly shipped to
EU nations, accounting for 31.44% of the total increasing 35.36% over the previous year Following that is the US market, which accounted for 19.5% and nearly doubled in comparison to 2018; the Japanese market accounted for 9.3% and increased by 10.8% Vietnam exports rattan, bamboo, and rush products to countries such as Germany, China, Poland, and Denmark.
B2B foreign sales
People around the world have experience of surfing the Internet and visiting various websites, as well as seeing and experiencing the products or services offered by several organizations throughout the world The process of ordering and purchasing things on the Internet allows people to participate in worldwide transactions without having to visit or know other countries or firms all over the world Foreign sales are the process of concentrating worldwide resources and organizational objectives on global business opportunities and risks to produce, purchase, sell, or exchange services or goods globally (Hill, 2008)
Globalization resulted in significant paradigm shifts in the corporate world, both domestically and in numerous other nations Therefore, the concept of business and the concepts of company management have changed radically both nationally and internationally Indeed, international business has been closing the gaps in business practices in many countries (Hill, 2008) Foreign sales or export are a subset of international business that concentrates on the cross-border sale of goods or services (Tien, 2020) Autio et al (2000) defined foreign sale were a sales activity, sales revenue derived from selling to foreign marketplaces or other foreign operations, while Navarro-García et al (2016) mentioned export is firms’ traditional route of access to foreign marketplaces In the context of globalization, businesses realize that foreign marketplaces can bring higher profits than domestic marketplaces This is because worldwide marketplaces are diverse in terms of customer interests, preferences, and purchasing abilities, as well as population size (Hill, 2008) Export is the most straightforward way for domestic enterprises to expand their market Firms only produce and transfer merchandise to foreign organizations, and the international marketplaces is where they
17 will be consumed (Tien, 2020) The trend toward globalization and competitiveness in global economies, as well as the following performance challenges faced by exporters, may explain the increase in study in this field (Sousa et al., 2008)
Exporting was the initial strategic for enterprises seeking to internationalize their operations and is still the most prevalent means of entering overseas markets (Bang & Ngo, 2020) While Chugan and Singh (2014) mentioned that export is essential for controlling business growth and profitability, it helps businesses to maintain competitive advantages Foreign sales have a several advantages for firms of all sizes It allows businesses to develop internationally, improve profitability, and decrease risks (Vivien Thuri, 2022) (Tien, 2020) also highlights the negative aspects of exporting: higher expenses if trade barriers are high (due to political instability), risks associated to macro- economic issues, or poor long-term potential earnings
In conclusion, entering foreign marketplaces not only helps businesses to improve products, but also allows them to grow their size globally This allows firms to collaborate more effectively with enterprises across the world Foreign sales are considered as a way for firms to simply extend their marketplaces and reach more consumers
Interval-valued Neutrosophic sets
In approximation theory, neutral and logical sets are particularly significant (Ali et al., 2016) Real-world data is frequently unreliable and inaccurate Because of its opacity and ambiguity, this form of data does not need to be clear, exact, or predictable (Zadeh,
1965) invented the fuzzy set in 1965, and it has been effectively utilized by researchers all over the world to fuzzy sets such as interval-valued fuzzy sets, intuitionistic fuzzy sets
(1986) and so on Neutrosophy was presented by Florentin Smarandache in 1995 as a new branch of philosophy discussing the “origin, nature, and scope of neutrality, as well as their connection with ideational spectra” The suggested Neutrosophic Set is a strong general-form framework However, from a technical perspective, the neutrosophic set must be stated The Interval-valued Neutrosophic set (INS) was defined by as a set- theoretic operator on an instance of the neutral set They revealed several INS features that are related to INS activities and relationships
Fuzzy sets, intuitionistic Fuzzy sets, Interval-valued intuitionistic Fuzzy sets, and Sigle-valued Neutrosophic sets are all generalizations of Interval-valued Neutrosophic sets (Broumi S et al., 2016) The theory of single-valued neutrosophic sets and interval- valued neutrosophic sets has been used in a wide range of applications: G Shahzadi et, al (2017) applied the Single-valued Neutrosophic sets in medical diagnosis, Al-Subhi et al., 2018 applied Neutrosophic sets in project management The neutrosophic sets are defined separately by a Truth-membership function (T), an Indeterminacy-membership function (I), and a Falsity-membership function (F), which are located inside the real standard or non-standard unit interval ]0, 1+ [ (Wang et al., 2005) Set (INS) as an extended set of the neutral set This interval neutrosophic might reflect information that is incorrect, unclear, inconsistent, or incomplete in the actual world
Indeed, neutrosophic sets are appropriate for daily life but difficult to apply to scientific issues The distinction between neutrosophic sets and intuitionistic sets is that the degree of uncertainty in the neutrosophic sets is decided independently Wang et al established the notion of single-valued neutrosophic and interval-valued neutrosophic as subclasses of neutrosophic sets so that it can be applied in real life and science problems
In which true-memebership function, indeterminacy-membership function, the closed interval [0, 1] was used rather than the non-standard unit interval
Figure 2.1 From classical sets to neutrosophic sets
Source: Abdel-Basset et al., 2018
The Analytic Hierarchy Process (AHP)
The Analytic Hierarchy Process (AHP) is a theory of measurement based on pairwise comparison that depends on expert judgment to generate priority scales (Vaidya
& Kumar, 2006) Saaty developed the AHP while studying at the Wharton School from 1971-1975 AHP is a method for analyzing complex decisions that include multiple criteria and alternatives By breaking down the problem into hierarchical structures and examining the relative importance of multi-criteria and options in a paired manner, AHP assists individuals or groups in making reasonable and systematic judgments According to Yu et al (2021), given the broad range of applications of AHP, it has been welcomed by an increasing number of researchers worldwide, particularly in the MCDM (Multiple- criteria Decision-Making) problems
The decision breakdown processes listed below can assist in organizing decision- making and creating priorities:
Step 1: Determine the problem and the type of knowledge necessary
Step 2: Expand the problem’s goals and construct a hierarchy-based hierarchical decision system Start with the top tier as the goal, then proceed to the intermediate tiers of criteria (including sub-criteria), and lastly is the alternatives as the lowest tier
Step 3: Make a set of matrices for pairwise comparisons, with each component on the upper level compared to every component on the level directly below it
Table 2.1 Saaty’s fundamental scale of absolute numbers
2,4,6,8 Between two adjacent judgments, this value is intermediate
Reciprocals When compared to activity j, if activity i has one of the above non-zero numbers assigned to it, then j has the reciprocal value when compared to i
Step 4: After the comparison, add the values from each column and divide them by the total
Step 5: The value of the correlation matrix coefficient totally depends on the researcher’s own interpretation when allocating weights to the goals, resulting in the inevitability of certain differences in the final judgment matrix The Analytic Hierarchy Process (AHP) introduces a consistency ratio (CR) to compare the consistency index of the relevant matrix to the consistency index of the matrix with characteristics similar to randomness (RI), which is used to assess the coherence of the matrix (Saaty, 1980) The coherence evaluation is carried out using the following formula:
In the equation, the Consistency Index (CI), the Random Consistency Index (RI), and the Consistency Rate (CR) are denoted accordingly
The consistency index (CI) equation is as follows:
Table 2.2 RI value corresponds to the number of factors n n 1 2 3 4 5 6 7 8 9 10
Steps of the AHP method is illustrated in a flowchart below:
Table 2.3 Flowchart of AHP method
Summary of related work
Table 2.4 Summary of related work in B2B sales, export handicraft, handicraft, Neutrosophic AHP
(Villalba et al., 2020) Neutrosophic AHP-SWOT Pharmaceutical
(Sepahvand et al., 2016) AHP technique, PCDL method
(Do et al., 2020) Interval complex
(Urošević et al., 2018) Single-valued
(Cadena et al., 2020) Neutrosophic sets Hospitality
(Omid & Zegordi, 2015) AHP Handicraft industry
(Abdel-Baset et al., 2019) Neutrosophic ANP,
(Karabašević et al., 2020) Single-valued
Fuzzy Delphi, Single- valued Neutrosophic Sets
(Quemac et al., 2021) Neutrosophic AHP Economic
(Akman et al., 2022) Multi-Criteria Decision
Making, Neutrosophic Fuzzy AHP, EDAS
(Falcón et al., 2020) Neutrosophic Delphi method
(Awajan et al., 2021) Neutrosophic Sets E-commere
(Lara et al., 2020) Neutrosophic Sets Accounting
(Kar et al., 2022) Neutrosophic set, EOQ model
AHP technique Technology and Science industry (Kord et al., 2016) AHP method Handicraft industry
(Sadeghi et al., 2021) AHP method Exporting
There are many studies that have been conducted to determine the factors impacting the foreign sales process and export performance Understanding the factors of export success has become extremely important in today’s business environment, with commercial activity and the development of global competition (Sousa, C M et al.,
2008) ệztỹrk, O., & Girginer, N (2015) used hierarchical analysis (AHP) approach combined with Data Envelopment Analysis (DEA) to identify the best determinants of export success in Turkish textile and apparel manufacturing Using AHP technique, Radmanesh & Naeini (2023) researched and ranked the barriers impacting development and exports in the Iranian pharmaceutical business
The handicraft industry, known for its distinct cultural relevance and talent, is gaining importance in the context of global B2B sales overseas Understanding the factors that influence these sales, on the other hand, remains an important challenge To the best of our knowledge, there is a lack of studies that use the Neutrosophic AHP model to evaluate factors impacting foreign sales of handicrafts in Vietnam Therefore, the author used the Neutrosophic AHP model to examine the influence determinants in this study Additionally, this method which combines the AHP technique with Neutrosophic logic, provides a complete framework for navigating the variety and uncertainty inherent in assessing the factors impacting system function Furthermore, the initiative is completely consistent with the concept of living green, since it promotes sustainable practices and emphasizes the industry’s role in contributing to environmentally friendly global trade
Summary of chapter II: The purpose of this chapter is to present a preliminary background on previous research papers on sales activities in various fields, including handicrafts The author understands the importance of the influence of internal and external factors affecting handicraft foreign sales to worldwide marketplaces, so the author has conducted research on this topic.
METHODOLOGY
Research process
Figure 3.1 illustrates the research process The research begins with identifying the criteria using previous research publications The author designed a questionnaire and conducted direct interviews with experts to gather assessment data The author constructs IVN numbers and conducts pairwise comparison matrix using Interval-value
Neutrosophic numbers Calculate aggregate and normalize for main criteria and sub- criteria, compute importance weights and global weights for all criterion, and eventually rank the most significant criteria for the aim.
The proposed method
There are several factors that might influence an activity such as exporting handicraft items to the international market The author studied and reviewed previous relevant research works on the determinants impacting the export process of handicrafts to determine the most critical and influential aspects to this process The author has developed a summary of the criterion based on the expert evaluations acquired throughout the interview process Table 3.1 shows 3 primary criteria and 9 sub-criteria for examining the factors influencing B2B foreign sales of handicrafts
Product characteristics (C1): Product features are a significant component in handicraft foreign sales A unique product offers a business with a distinct advantage that other firms in a competitive market may find complicated to challenge or overcome, resulting in greater performance than a standardized product (Douglas and Craig, 1989) This study will have three sub-criteria belonging to the main criteria (C1): Product price (C11), Product quality (C12), and Product design (C13)
Firm characteristics (C2): Chen et al (2016) mentioned that organizational characteristics are extremely important determinants have a positively impact an enterprise’s export activities and competitiveness The company’s export success will
30 increase if they have a wide expertise and understanding of the foreign market In addition, Chen et al (2016) added export sales plan and export market orientation to assist organizations in achieving high export efficiency According to Nazar & Saleem
(2011), firm characteristics include firm size, foreign sales knowledge, and foreign sales experience This study will have three sub-criteria belonging to the main criteria (C2): Firm size (C21), Foreign sales knowledge (C22), and Foreign contacts and networking (C23)
Foreign market characteristics (C3): Foreign markets offer both risks and opportunities for enterprises, which are argued to have a significant influence on export success (Sousa et al., 2008) Foreign market characteristics can be considered as external factors to firms (Tuba Yakici & Selcuk, 2005) Legal and political factors, as well as cultural similarity factors were the most frequently cited in this category This study will have three sub-criteria belonging to the main criteria (C3): Cultural similarity (C31), Environmental turbulence (C32), and Legal and Political (C33)
Table 3.1 Criteria for evaluating determinants affecting B2B foreign sales activities
C11 Product price Product pricing and pricing strategy Price is one of the most significant competitive elements, and it has a direct influence on the sales and profitability of the exporting firm
Price is also the most adaptable component of the marketing mix, allowing for rapid
C12 Product quality Includes many attributes, characteristics, and features that make the product appropriate for the target export marketplaces This factor regarded as a key component in deciding trade direction ệztỹrk & Girginer (2015); Sửdersten et al (1961)
C13 Product design Product style and design have an especially positive impact on export performance This is the process of creating and developing handicraft items to make them suitable for international marketplaces and appealing to a global client base Handicrafts must be diverse in shape, color, pattern, and types to be able to exist and develop
C21 Firm size Basically, includes business scale, human resources, and capabilities Larger businesses with more human resources and capabilities will be able to compete more efficient and effective than smaller businesses
(Aaby & Slater, 1989; Chen et al., 2016; Nazar
Relates to the skills, knowledge, and expertise obtained through sales process in foreign marketplaces
Businesses who have enough knowledge and extensive experience will quickly identify great opportunities in the foreign marketplaces
Establish and maintain relationships between individuals, organizations, etc from other countries
Firms who have linkages to foreign
Babakus et al., 2006; Zou & Stan,
33 business demonstrate better foreign sales results
Refers to the similarities in culture, values, aesthetics, interests, and trends between the exporter and the target markets
When there is a considerable cultural similarity, exporters may easily create marketing of the product, creating attraction with the target market
Involves unpredictable changes and challenges that may affect the business’s foreign sales activities
Different regulations, laws, and government policies in each nation have an influence on international trade
These factors also play a key role for exporters
34 in developing the operating environment for exporters, having a significant influence on the success and sustainability of foreign sales activities
This also mentioned as one of the barriers impacting the sales activities to other nations
The author integrates theoretical foundations along with previous studies investigating the determinants impacting handicraft foreign sales into the study model
The author provides a hierarchical model below with the purpose of identifying factors influencing the B2B foreign sales activities, which include 3 main criterion and 9 sub- criteria
Product characteristics (C1): This main criterion includes three sub-criteria: Price
Firm characteristics (C2): This main criterion includes three sub-criteria: Firm size
(C21), Foreign sales experience (C22), and Foreign contacts and networking (C23)
FOrMarket characteristics (C3): This main criterion includes three sub-criteria:
Cultural similarity (C31), Environmental turbulence (C31), and Legal & Political (C33)
Figure 3.2 Hierarchical structure of application
3.3.4.1 Preliminaries of Interval-valued Neutrosophic
This section gives a brief overview of the Neutrosophic sets, particularly the Interval-valued Neutrosophic numbers The symbol indicates a Neutrosophic set, which is represented by its three members as T, I, and F, respectively: Truth-membership function TⱤ, Indeterminacy-membership function IⱤ, and Falsity-membership function FⱤ
Definition 1: According to Smarandache, (1998) Let Q be a universe A neutrosophic set Ɽ trong Q is characterize by truth-membership function TⱤ, indeterminacy-membership IⱤ và falsity-membership function FⱤ
The real standard elements of [0, 1] are TⱤ(x), IⱤ(x), and FⱤ(x) Equation (1) can be used to calculate the Neutrosophic set Ɽ
Ɽ = {:x ϵ Q, (TⱤ(x), IⱤ(x), FⱤ(x) ϵ] - 0, 1[ + )}
The sum of TⱤ(x), IⱤ(x), and FⱤ(x) is unconstrained, thus 0 - ≤ TⱤ(x) + IⱤ(x) + FⱤ(x)
Definition 2: (Wang et al., 2010) Let K be a space of points (objects), with x indicating a generic element in K A Neutrosophic set Ɽ in K is defined by a truth- membership function TⱤ, indeterminacy-membership IⱤ, and falsity-membership function
FⱤ TⱤ, IⱤ, and FⱤ are real standard or non-standard subsets of ]0 - , 1 + [ Equation (2)-(4) demonstrate this:
Definition 3: Li et al (2016) Consider H to be a discourse universe An Interval- valued Neutrosophic set ἦ in H is defined independently by a truth-membership function
Tἦ, indeterminacy-membership Iἦ, and falsity-membership function Fἦ for each x ϵ H, where:
Then the Interval-valued Neutrosophic set ἦ can specified as:
Definition 4: x ̆̈p = < [Tp L, Tp U], [Ip L, Ip U], [Fp L, Fp U]> is a set of Neutrosophic integers with Interval values p = 1, 2, …, n where n is the number of decision providers
According to Bolturk & Kahraman (2018), equation (9) provides the deneutrosophication function for an Interval-valued Neutrosophic numbers:
Definition 5: Zhang et al (2014) Provided two Interval-valued Neutrosophic numbers which are: ё̰ = < [𝑇 𝑒 𝐿 , 𝑇 𝑒 𝑈 ], [𝐼 𝑒 𝐿 , 𝐼 𝑒 𝑈 ], [𝐹 𝑒 𝐿 , 𝐹 𝑒 𝑈 ] >and ṵ̀ Equation (10)-(13) show their relationship and mathematical processes ё̰ c = ё̰ c ⊆ ṵ̀ if and only if 𝑇 𝑒 𝐿 ≤ 𝑇 𝑖 𝐿 ; 𝑇 𝑒 𝑈 ≤ 𝑇 𝑖 𝑈 ; 𝐼 𝑒 𝐿 ≤ 𝐼 𝑖 𝐿 ; 𝐼 𝑒 𝑈 ≤ 𝐼 𝑖 𝑈 ; 𝐹 𝑒 𝐿 ≤ 𝐹 𝑖 𝐿 ; 𝐹 𝑒 𝑈 ≤ 𝐹 𝑖 𝑈 ё̰ c = ṵ̀ if and only if ё̰ c ⊆ ṵ̀ and ṵ̀ ⊆ ё̰ c ё̰ c ⨁ ṵ̀ =
Definition 6: Ye (2014) proposed a Hamming distance between two Interval- valued Neutrosophic numbers 𝐶̈̃ 1 and 𝐶̈̃ 2 ᶑ̰̆̈ (𝐶̈̃ 1 , 𝐶̈̃ 2 ) = 1
3.3.4.2 Steps in Interval-valued Neutrosophic AHP
Step 1: Build a hierarchical model for the goal, including criteria and sub-criteria
The significance of the criterion is represented by the linguistic variables described in the table below These variables are stated as Interval-valued Neutrosophic
Table 3.2 Interval-valued Neutrosophic scales of linguistic variables
Step 2: The pairwise comparison matrix is constructed using the Interval-valued
Neutrosophic numbers To test the consistency of an Interval-valued Neutrosophic set,
Bolturk & Kahraman (2018) used the Deneutrosophic equation (9) to compute the
Interval-valued Neutrosophic number If the deneutrosophicated pairwise comparison is consistent, then the Neutrosophic pairwise matrix is also consistent The Interval-valued
Neutrosophic pair-wise comparison matrix is shown in Equation (15):
Step 3: The author employs the Interval-valued Neutrosophic weighted arithmetic averaging (IVNWAA), equation proposed by Zhang et al (2014), assuming that ℓℎ (ℎ 1, 2, …, ℯ) is the weight of decision maker, 𝛴 ℎ=1 𝑒 Ⱳh = 1
Step 4: According to Bulturk and Kahraman (2018), the equation for normalized pairwise comparison matrix is as follows:
Step 5: According to Bolturk & Kahraman (2018), the arithmetic mean of each row is used to derive the important weight of an Interval-valued Neutrosophic number:
Step 6: The above steps are repeated for each sub-criterion, and the Neutrosophic weights of the sub-criteria are obtained
Step 7: The steps mentioned earlier are repeated for each sub-criterion, and the
Neutrosophic weights of the sub-criteria are obtained
Summary of chapter 3: Based on the theoretical foundation and prior research, the author established a hierarchical model with 3 primary criteria: Product characteristics (C1), Firm characteristics (C2), and Market characteristics (C3), as well as
9 sub-criteria which were discussed by experts This chapter also includes preliminary formula and methods for the Interval-valued Neutrosophic AHP approach
RESULT
Data description
Six experts with experience in the export and handicraft industry provided judgments for this study The author conducts direct interviews with experts who will evaluate from the perspective of an exporter using a set of questions developed by the author The evaluation of six experts’ responses has been gathered for use as data in this work These data were analyzed using the AHP approach And the author used Excel program to examine data in this study
Table 4.1 List of experts attending to the interview
Expert Gender Work experience Job position
1 Male 3 years of experience in export sales, logistics at F&B, and handicraft company
2 Male More than 7 years of experience in selling products of the manufacturing and export industry company
3 Female 2 years of experience in researching market trends and designing handicraft products
4 Female 5 years of experience in managing the sales process and customer order
5 Male 3 years of experience in export sales at handicraft company
6 Female 4 years of experience in searching and dealing with suppliers
Data analytic results
Step 1: Figure 3.2 Illustrates the application of a hierarchical model to choose the factor that influences the goal
Step 2: The author builds the comparison matrices in this chapter using the linguistic variables described in Table 3 combined with expert assessments The author used equation number (7) to calculate the symmetric equivalences of the linguistic evaluations in the pair comparison matrix
Step 3: The author used formula (16) to aggregate the judgments of 6 experts into a table, the results of which are shown in Table 4.2 below:
Table 4.2 Aggregated pairwise comparison matrix (main criteria)
Step 4: The author continues to normalize the pairwise comparison matrix using equation (17) from table 4.3:
Table 4.3 Normalize pairwise comparison matrix (main criteria)
Source: Author Step 5: The results in Table 4.4 after applying Equation (5) show that the importance weights of the Interval-valued Neutrosophic
Table 4.4 Importance weights (main criteria)
Tl Tu Il Iu Fl Fu
Step 6: For the sub-criteria within 3 main criteria, repeat the application of the equations mentioned n the calculation for the main criteria
Table 4.5 Aggregated pairwise comparison matrix (sub-criteria C11-C13)
Source: Author Table 4.6 Normalized pairwise comparison matrix (sub-criteria C11-C13)
Source: Author Table 4.7 Importance weights (sub-criteria C11-C13)
Tl Tu Il Iu Fl Fu
Table 4.8 Aggregated pairwise comparison matrix (sub-criteria C21-C23)
Source: Author Table 4.9 Normalize pairwise comparison matrix (sub-criteria C21-C23)
Source: Author Table 4.10 Importance weights (sub-criteria C21-C23)
Tl Tu Il Iu Fl Fu
Table 4.11 Aggregated pairwise comparison matrix (sub-criteria C31-C33)
Source: Author Table 4.12 Normalized pairwise comparison matrix (sub-criteria C31-C33)
Source: Author Table 4.13 Importance weights (sub-criteria C31-C33)
Tl Tu Il Iu Fl Fu
Step 7: The author multiplies each criterion’s global weight by the corresponding weights Then apply formula (6) to deneutrosophic the global weight
Table 4.14 Global weights for each criterion
Table 4.15 Ranking determinants affecting the goal
Table 4.14 demonstrates the weights of nine sub-criteria According to Table 4.15, Foreign sales experience (C22) is the most influential determinant for B2B foreign sales activities, with an influence of 13.06%, followed by Product price (C11) at 13.01%, Product design (C13) at 12.81%, and Product quality (C12) at 12.66%
Figure 4.1 Radar chart for Global weights of sub-criteria
The radar chart demonstrates the criteria C22, or foreign sales experience, as having the highest weight among the other criteria, 0.131 The criterion for Product price (C11), Product design (C13), and Product quality (C12) are 0.130, 0.128, and 0.127, respectively Foreign sales knowledge is critical in affecting the dynamics of BHWH Company Limited’s B2B foreign sales activity The author discovered that a thorough awareness of foreign sales methods, market dynamics, and cultural differences is critical for success in international markets through the study using Neutrosophic AHP Sales professional with international sales knowledge can customize their methods, negotiate successfully, and adapt their offers to meet the particular wants and expectations of foreign clients Furthermore, understanding of global sales allows BHWH Company Limited to manage regulatory barriers, create confidence with international partners, and uncover emerging market potential customers The findings highlight the importance of constant learning and expertise development in international sales, underlining that organizations who focus and invest in growing foreign sales knowledge gain a major competitive advantage in the global market
This is true for BHWH Company Limited, a young firm founded in 2020 with low foreign sales expertise, which creates certain difficulties accessing many different global marketplaces Human resources at BHWH still lack actual expertise with foreign sales
48 procedures The lack of foreign sales knowledge at BHWH has a direct impact on the company’s capacity to enter new markets, as well as their performance and professionalism in sales operations Reaching out to potential clients will take a long time and not even result in high work efficiency The organization should assess the recruiting stage and arrange training courses for sales specialists to train and improve their foreign sales knowledge and abilities BHWH need more full-time staff with 1 to 2 years of export experience and knowledge to assist in optimizing the sales process, increasing competitiveness, and ensuring that the company’s products fulfill the demands of the clients
Following are three criteria from Product characteristics (C1) directly connected to
Product group, demonstrating the relevance of product features to export operations in the handicraft industry
Summary of Chapter 4: This chapter has given the results of evaluating determinants affecting B2B foreign sales activities in the handicraft industry With the evaluation results collected, the “Foreign sales experience” (C22) is the determinant that has the most impact on the foreign sales process at BHWH Company
CONCLUSION
Conclusion
In conclusion, the analysis of the determinants affecting B2B foreign sales activities using the Neutrosophic AHP approach provides a complete and analytical framework for navigating the complexity of international business expansion This approach based on Neutrosophic logic principles, allows for a deeper understanding of the numerous elements influencing internationally sales, taking into consideration not just their numbers significance but also the inherent uncertainties and imprecisions inside the decision-making process
Businesses can use the Neutrosophic AHP framework to methodically prioritize and analyze factors while understanding the inherent uncertainty and indeterminacy of foreign marketplaces This methodology encourages a more complete decision-making process, allowing firms to successfully adjust their strategies, allocate resources efficiently, and reduce any risks associated with B2B overseas sales attempts
Furthermore, the Neutrosophic AHP method highlights the dynamic nature of the global business environment, admitting that market circumstances and variables influencing worldwide sales operations are affected by ongoing fluctuations This highlights the significance of employing adaptive techniques capable of responding to changing circumstances while retaining an effective and reasonable decision-making process With a distinctive combination of artistry and business, the handicraft industry requires a particular approach to navigating global marketplaces
In summary, the Neutrosophic AHP method, when applied to the evaluation of determinants influencing B2B foreign sales activities in the handicraft industry, emerges as a potent tool It not only aids in strategies decision-making but also promotes the harmonious merger of tradition and innovation, ultimately helping to the long-term success and prosperity of businesses in this appealing area of art and commerce
Implication
The Neutrosophic AHP method provides a strong foundation for evaluating determinants affecting B2B foreign sales activities in the handicraft industry Businesses may efficiently prioritize factors by taking into account both quantitative significance and inherent uncertainty This adaptive technique can help with strategy, resource allocation, and risk management The implementation of the approach emphasizes the dynamic character of international marketplaces and enables informed decisions on complex factors such as networks, quality, price, and culture Finally, the Neutrosophic AHP method balances the past and innovation for long-term success in the handicraft industry
Summary chapter 5: The conclusion of this study emphasizes the application of the AHP method in combination with the Neutrosophic sets to different fields and problems to solve issues related to the evaluating of influencing factors in any activity
This study gives suggestions on how businesses can apply to evaluate and rank the impact of determinants to develop appropriate solutions and strategies
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AM I( c) E HI (c) E XI (c) VSMI (c) VSI (c) SMI (c) SI( c) MM I( c) MI (c) W MI EI W MI MI MMI SI SMI VSI VSMI E XI E HI AM I Ass es sm en t f ac to r