Các yếu tố ảnh hưởng đến kết quả xuất khẩu rau quả của doanh nghiệp việt nam TT TIENG ANH

MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY PHAM NGOC Y FACTORS AFFECTING THE EXPORT PERFORMANCE OF VEGETABLES AND FRUITS OF VIETNAMESE ENTERPRISES Major: Business administration Code: 9340121 SUMMARY OF DISSERTATION Ho Chi Minh City– 2021 The research was conducted and completed at University of Economics Ho Chi Minh city: Academic advisors: Assoc Prof Le Tan Buu Reviewer 1:………………………………………………………………………… Reviewer 2:………………………………………………………………………… Reviewer 3:………………………………………………………………………… The dissertation will be defended at University of Economics Ho Chi Minh City at…… hour…… day… month……… year………… The dissertation can be found at the following library: ………………………………………………………………………………………… ……………… ………………………………………………………………………… Chapter 1: INTRODUCTION 1.1 Research Background Vegetables and fruits are Vietnam's strong agricultural sector, with advantages in production experience, soil conditions, climate and labor Vegetables and fruits are identified as a strategic spearhead, making a great contribution to the export of the entire agricultural sector In recent years, the export of vegetables and fruits has a high growth rate, the average growth rate of the industry is 24.5% in the period of 2011-2019, this is the most outstanding growth when compared to other agricultural products The export turnover of export products reached more than 3.7 billion USD in 2019, increased 65 times of the turnover in 1995 Vegetables and fruits are the leading item in the top export main agricultural products, the proportion of export turnover is above The total agricultural export turnover has continuously expanded from 4.3% in 2011 to 21.2% in 2019 This is an impressive success after a period of agricultural restructuring in Vietnam Export export growth rate outstripped key agricultural exports such as rice, cashew nuts, coffee and rubber Vietnamese vegetables and fruits, from the position of a modest export commodity, are a new driving force for agricultural development when other industries are maturing or showing signs of slowing down In order to have international competitiveness, it is imperative for fruit and vegetable exporters to effectively utilize their resources and capabilities combined with an appropriate adaptive export marketing (EMS) strategy, to take advantage of opportunities and overcome challenges Export performance (EP) is a measure of the success of a business in the export market Therefore, paying attention to EP and the deciding factors for EP is one of the top priorities of Vietnamese export export enterprises when participating in global trade However, while the export of vegetables and fruits has grown strongly and contributed to the economy in recent years, there are still very few empirical studies to measure the determining factors of EP in vegetable and fruit industry enterprises Therefore, it is necessary to build and examine the factors affecting the EP of Vietnamese fruit and vegetable exporting enterprises The findings of the study will provide useful insight to fruit and vegetable exporters on issues faced with uncertainty from the external environment and organizational capacities and resources, will any development to optimize EP 1.2 Identify the research problem The research context in Vietnam as a developing country, the business environment, institutions, culture and society differ greatly from that of developed countries The resulting impact of these factors on firm EP may differ from that of developed countries So the question is how to measure the influencing factors to improve EP of Vietnamese fruit and vegetable exporting enterprises? To get answers to this question, the thesis uses the theory of IT, RBV, IBV and CT to explain the formation of factors affecting EP from internal and external factors Currently, there is no adequate quantitative research on the factors affecting the EP of fruit and vegetable exporting enterprises based on the theoretical model to add suitable factors to the situation of Vietnam Therefore, on the basis of theoretical research on the factors affecting EP, combined with related empirical research, the thesis will build, explore and supplement the factors affecting joint EP fruit and vegetable export business in accordance with the Vietnamese market context; examining how Vietnamese enterprises can improve EP Based on the research gap, the thesis develops the research model, which proposes factors such as international experience, export commitment, product characteristics, technological capacity, environmental differences, and intensity competition and technical barriers in trade affect EP and EMS full intermediary role The conceptual model proposes in-depth the interaction and mechanism of the main determinants that affect the EP of Vietnamese fruit and vegetable exporting enterprises Thus, based on the above arguments, the study explores the factors affecting EP, through the intermediate bridge of export marketing strategy adaption to propose some policy suggestions to increase EP for vegetable exporting enterprises Vietnamese fruits Therefore, the author chooses the topic “Factors affecting the export performance of vegetables and fruits of Vietnamese enterprises” as the research topic of the economic doctoral thesis 1.3 Research objectives and questions The general objective of the thesis is to determine the factors affecting EP of fruit and vegetable exporting enterprises in accordance with the Vietnamese market context and based on that the topic proposes some research implications to improve EP of enterprises in the coming time The thesis proposes the following research questions: (1) What is the model of factors affecting export performance of fruit and vegetable exporting enterprises in Vietnam? (2) How is the impact of factors affecting the export performance of Vietnamese fruit and vegetable exporting enterprises? (3) Does the adaptive export marketing strategy play an intermediary role in the relationship between the factors affecting export performance and export performance of Vietnamese fruit and vegetable exporting enterprises? (4) What are the implications of governance and policies that are necessary to increase export performance of Vietnamese fruit and vegetable exporting enterprises in the coming time? 1.4 Research subject and scope Regarding the research object of the topic: export performance of Vietnamese vegetables and fruits and factors affecting the export performance of Vietnamese fruit and vegetable exporting enterprises Regarding the subject of the survey of the topic: The Board of Directors or the Head of Sales Department of a fruit and vegetable export enterprise of Vietnam, which has the form of direct export of fresh and processed fruits and vegetables and has a number of years of exporting activities over years Scope of the study: The survey topic directly interviewed research subjects through questionnaires according to the normative sampling method in the Southern provinces (Ho Chi Minh City, Dong Nai, Binh Duong, Binh Phuoc, Tay Ninh, Long An, Tien Giang, An Giang, Can Tho, Dong Thap, Ben Tre, Vinh Long), Binh Thuan and Lam Dong 1.5 Research methodology Data were collected from 339 Vietnamese fruit and vegetable exporters The thesis has used qualitative research methods combined with quantitative research Qualitative research method (in-depth interview) explores new factors and adjusts / supplements the scale of research concepts Quantitative research method uses PLS-SEM analysis method to simultaneously estimate both the proposed measurement model and structure and to test hypotheses 1.6 Research contribution First, the theoretical significance: the research brings a new result on the relationship of factors affecting corporate EP such as international experience, export commitment, product characteristics, technological capacity, environmental differences, competitive intensity, and technical barriers in trade Moreover, no scholars have published a relationship between the following factors: technological capacity, technical barriers in trade, EMS and EP Therefore, the assumptions accepted in this thesis are new discoveries that add to the theoretical framework of the relationships between the factors Additionally, the full EMS mediation role explored provides an additional perspective in link validation and clarifies the role that EMS contributes to the relationship of factors affecting joint EP The thesis also found the role of moderator variables affecting the relationship difference between research concepts between business groups The research results are empirical evidence to confirm the role and significance of IT, RBV, IBV and CT theory in explaining the law of scientific phenomena on factors affecting EP of Vietnamese vegetables and fruits exporting enterprises Therefore, the research results will have certain contributions to the completion of the theoretical framework of EP A completely new research model is built with independent variables, dependent variables, intermediate variable, moderating variables and is designed according to a qualitative research process combining quantitative and simultaneous analysis; two types of scales of causes and results also have significant contributions to the research method The research contributes to the verification, specialization and development of the system of EP measurement and scale and the factors affecting the EP of Vietnamese fruit and vegetable exporting enterprises This is the basis for supporting academic research in Vietnam and the world to refer and use the scale system to conduct research on the Vietnamese market In addition, this scale system can be considered for EP study of fruits and vegetables in developing countries Then, practical significance: research results will help managers of Vietnamese fruit and vegetable export enterprises refer and apply when deciding and implementing solutions to improve business EP, through adjustments related to specific factors in the research model that have been tested to affect corporate EP This is a reliable scientific basis for the policy makers to apply advanced EP in the fruit and vegetable industry in Vietnam Not only that, this thesis is also a useful reference and research for researchers, students and other interested subjects related to the topic of enterprise EP research Chapter 2: THEORETICAL BASES AND RESEARCH MODEL 2.1 The background theory used in researching the factors affecting export performance of fruit and vegetable export of Vietnamese enterprises The background theories that form the framework of the study of factors affecting export performance are: (1) Internationalization theory (IT), (2) Resource-based theory (RBV), (3) Institutional theory (IBV) and (4) Contingency theory (CT) As follows: According to IT (Internationalization Theory), it is proposed that enterprises consider a number of factors when assessing benefits and costs related to internationalization strategy (Porter, 1990; Reid, 1981) IT highlights the internal and external factors of the business related to internationalization that influence the EP As the firm increases the level of internationalization, leads to increased export commitments, increased knowledge and experience, and eliminates export barriers, export development becomes more manageable and improving and increasing EP (Leonidou & Katsikeas, 1996; Kahiya, 2018) Moreover, the important role of technological capacity in internationalization has been affirmed (Jin & Cho, 2018) This approach is considered more flexibly considering both the internal aspects of the enterprise and the external environment where through the internationalization process will impact the EP 4 According to RBV (Resources-based view), internal factors are considered as an important resource base in a differentiated business environment because they are a stable basis for strategy development and performance decision (Grant, 1996) The advantages of internal resources create competitive advantage, making it difficult for competitors in the same industry to overcome (Wernerfelt, 1984) The RBV viewpoint argues that the determining factors of EP are the resources and organizational capabilities within the enterprise that are superior and difficult to imitate or copy (Morgan et al., 2012) Sustainable superior performance and competitive advantage of any business as a result of the choice of management, selective resource accumulation and deployment, industry strategic factors and marketing factors schools are not perfect (Oliver, 1997) The RBV explains organizational knowledge and competencies leveraged by business, in the context of different cultures (Grant, 1996; Penrose, 1959) Internal variables Firm characteristics Resources-based view Internationalization theory hohhóahọccc hố /capabilities Management characteristics Contingency theory Export marketing strategy adaption Export performance External variables Industry-level Institutional-based view characteristics BV Internationalization theory Country-level characteristics Figure Error! No text of specified style in document Conceptual Framework of Export Performance (Source: Author’s proposal) Institutional-based view (IBV) includes factors outside the enterprise that significantly affect EP (Lu et al., 2010; Peng et al., 2008) The IBV demonstrates over time that the organization's processes and structures become institutionalized and see the business operate within the framework of the social values, assumptions and norms that constitute acceptable economic behavior, thus affecting EP (Oliver, 1997) Furthermore, IBV emphasizes the importance of the institutional environment, and suggests that institutional forces shape strategic decisions and firm business performance (Dacin et al., 2002) This is particularly important for exporting firms, as export activities are influenced by different institutional forces in the domestic and export markets (Peng et al., 2008) The IBV theory illustrates the external environmental factors that affect corporate EP Contingency theory (CT), which illustrates the factors that influence the adaptive export marketing strategy (EMS) and EP, depends on a particular context (Sousa & Bradley, 2008) Export is seen as a strategic response to the interaction of factors inside and outside the firm (Robertson & Chetty, 2000) CT believes that export success is the result of a combination of several matching factors In this context, conformance is simply defined as the appropriateness of structure, strategy (product, pricing, distribution and communication) and environmental characteristics (Fuchs & Köstner, 2016) A fundamental premise underpinning CT is that no strategy can work in all contexts Therefore, global marketing decisions are different from those made in the host country because each country has a unique environment (Jain, 1989) In short, according to the randomization theory when it comes to the factors that influence the EP of the enterprise, the role of the connection factor and the appropriateness of EMS must be considered 2.2 The concept, measure of export performance and classification of the factors affecting export performance In all studies, the concept of EP is defined as a multidimensional scale and there is no conceptual agreement EP consists of two components: Performance and export EP is defined as the degree to which a firm's goal (economic and strategic) is achieved to export its products to foreign markets through the planning and implementation of an export marketing strategy (Shoham, 1998; Cavusgil & Zou, 1994) Hence, this constitutes a very broad concept, which refers to the assessment of a firm's export performance, depending on strategies and objectives (Monteiro et al., 2019) The definitions of EP can be different, as it is limited by the scope of research dealing with different problems In this study, the author approaches the concept of EP in terms of assessing the level of achievement of export objectives and satisfaction of export performance Table 2.1: Statistical methods of measuring export performance Measurements Export revenue growth and Classification Study Objective Cooper & Kleinschmidt (1985), Donthu & Kim (1993), Dhanaraj & Beamish (2003), Lages et al (2008b), Lages & Montgomery (2004), export intensity Morgan et al (2004), Sousa & Lengler (2009) , Ruzo et al (2011), Hultman et al (2011), Morgan et al (2012), Chung et al (2012), Hernández-Perlines et al (2016), Fuchs & Köstner (2016), Sousa & Novello (2014), Navarro et al (2016) Export profits Objective Das (1994), Dhanaraj & Beamish (2003), O'Cass & Julian (2003b), Lages & Montgomery (2004), Morgan et al (2004), Katsikeas et al (2006), Sousa & Lengler (2009) , Hultman et al (2011), Morgan et al (2012), Chung et al (2012), Sousa & Novello (2014), Zeriti et al (2014), Fuchs & Köstner (2016) Export target Subjective Cavusgil & Zou (1994), Das (1994), Lages & Montgomery (2004), achievement Navarro et al (2010b), Fuchs & Köstner (2016), Sousa & Novello level (2014), Jin & Cho (2018) Management Subjective Cavusgil & Zou (1994), Katsikeas et al (1996), O'Cass & Julian (2003a), views on export Calantone et al (2006), Leonidou et al (2011), Navarro et al (2014), success Monteiro and Partners (2019), Hasaballah et al (2019) Satisfaction level Subjective O'Cass & Julian (2003b), Lages & Montgomery (2004), Lee & Griffith (2004), Calantone et al (2006), Altıntaş et al (2007), Lages et al (2008b), Ruzo et al (2011), Navarro et al (2010b), Leonidou et al (2011), Hernández-Perlines et al (2016), Navarro et al (2016), Sinkovics et al (2018) Combine Objective Zou et al (1998), Robertson & Chetty (2000), Katsikeas et al (2000), Zou measurements Subjective & Cavusgil (2002), Cadogan et al (2002), Knight & Cavusgil (2004), Morgan et al ( 2004), Katsikeas et al (2006), Sousa & Bradley (2008), Hultman et al (2009), Beleska-Spasova et al (2012), Magnusson et al (2013), Di Fatta et al ( 2018) (Source: Author's synthesis) Factors affecting export performance are classified into two main groups, which are internal factors and external factors (Sousa et al., 2008; Chen et al., 2016) The internal factors influencing EP include subgroups: Export marketing strategy, firm characteristics /capabilities, and management characteristics (Chen et al., 2016) An export marketing strategy is an internal factor that leads to the enhancement and enhancement of exports, based on market conditions to create a strategic fit in the export market (Morgan et al., 2012) The degree of impact of an export marketing strategy on an enterprise's EP depends on the resources available to execute the strategy (Chen et al., 2016) Internal resources such as: capabilities (e.g technological competencies), management characteristics (e.g international experience, export commitments) allow business management to take shape and implementing strategies to improve the efficiency and firms' export performance (Dhanaraj & Beamish, 2003) External factors posing both threats and opportunities for the exporter are believed to have a significant effect on EP As such, businesses must have strengths consistent with market opportunities to face threats, to ensure a better EP The external environment classifies factors according to industry characteristics and country level In particular, EP tends to be adjusted for the prominent factor of competition intensity and environmental differences between domestic and export markets (Magnusson et al., 2013; O'Cass & Julian, 2003b) and several other factors 2.3 Research model and hypotheses 2.3.1 Research concept Export marketing strategy adaptation (EMS) The export marketing strategy is defined as: “Where an enterprise's economic and strategic goals, for the export of products to foreign markets, are achieved through the planning and execution of the strategy export marketing ”(Cavusgil & Zou, 1994, p.4) The thesis uses unidirectional scale to measure the adaptability of EMS, unidirectional components are 4-component adaptive strategies (product, price, distribution and communication) This is an approach consistent with previous studies (O’Cass & Julian, 2003a; Navarro et al., 2010b; Magnusson et al., 2013; Navarro et al., 2014) 7 International experience (IE) International experience is the degree to which business management has overseas experience, has lived or worked abroad, as well as the skills and abilities accumulated to assist in achieving organizational goals and export targets (Cavusgil et al., 1993; Das, 1994) Export commitment (EC) Commitment is a strategic element that can drive the allocation of resources within an organization (Navarro et al., 2010a) Export commitment is the degree to which organizational and managerial resources are allocated to exports (Lages & Montgomery, 2004) Managers are willing to devote financial, managerial and human resources to export-related activities (Donthu & Kim, 1993; Navarro et al., 2010a; Sinkovics et al., 2018) Product characteristics (PC) Product characteristics that influence export results through export marketing strategies include product uniqueness, cultural uniqueness and patent power (Cavusgil & Zou, 1994) Technological capacity (TC) Technological competency is the technological capacity of each firm relative to firms in the same industry (Knight & Cavusgil, 2004) Technological capacity encompasses a firm's ability to develop new products (Jin & Cho, 2018) Technological capacity includes tangible and intangible technical assets of the enterprise Furthermore, technological capacity is seen as a high knowledge asset, an implicit important component, difficult to encode and transfer to other enterprises (Lopez & Garcia, 2005) Environmental difference (ED) Environmental differences in this study refer to the degree of differences between the domestic and export markets in terms of culture, politics, geography and economics as defined by Ghemawat (2001) and Magnusson et al, (2013) Competitive intensity (CI) Competitive intensity is the difference between the domestic and export markets in terms of the number of competitors in export markets and the intensity of sustainable competitive factors (Leonidou et al., 2013; Zeriti et al., 2014) Difference in the intensity of competition in terms of velocity and strength of competition among markets leads to greater adaptation to export markets by exporters (Katsikeas et al., 2006; Hultman et al., 2009) Export Barriers - Technical Barriers in Trade (TBT) TBT is “TBT agreements are documents that outline product characteristics or their related processes and production methods, including applicable administrative regulations, in which compliance is required ; A standard is a document approved by an accredited body, providing, for dissemination and repeated use, rules, guidelines or characteristics for products or processes and methods related production, with non-mandatory compliance a conformity assessment procedure is any procedure used, directly or indirectly, to determine that relevant requirements are included in regulations standards or technical standards are met ”(WTO, 2014, p.13) 2.3.2 Research hypothesis and model The proposed research hypotheses are as follows: H1: “The export marketing strategy adaption has a positive effect on export performance” H2a: “International experience has a positive relationship with the export marketing strategy adaption” H2b: “International experience has a positive relationship with export performance” 8 H3a: “Export commitment has a positive relationship with the export marketing strategy adaption” H3b: “Export commitment has a positive relationship with export performance” H4a: “Product characteristics have a positive relationship with the export marketing strategy adaption” H4b: “Product characteristics have a positive relationship with export performance” H5a: “Technological capacity have a positive relationship with export marketing strategy adaption” H5b: “Technological capacity has a positive relationship with export performance” H6a: “Environmental differences are positively related to export marketing strategy adaption” H6b: “Environmental differences have a negative relationship with the export performance” H7a: “The difference in competitive intensity has a positive relationship with the export marketing strategy adaption” H7b: “The difference in competitive intensity has a positive relationship with the export performance” H8a: “Technical barriers in trade have a positive relationship with the export marketing strategy adaptation” H8b: “Technical barriers in trade have a negative relationship with export performance” H9a: “The moderator variables have a significant impact on the relationship between the export marketing strategy adaptation and export performance” H9b: “The moderator variables have a significant impact on the relationship between the factors that influence and the export performance”.The proposed research model is as follows: Internal variables International experience Export commitment Product characteristics Technological capacity H2a H3a H2b H3b H4a H5a H4b H5b H1 Export marketing stratergy External variables Performance H9a Environmental differences H6a H7a H8a Competitive intensity Technical barriers in trade Export adaption H6b H7b H8b H9b H9b - Export market - Export experience Figure Error! No text of specified style in document Theoretical model (Source: Author’s proposal) Chapter 3: RESEARCH METHODS 3.1 Research procedures research Objectives issues Draft scale Theory Qualitative research phase Preliminary Qualitative research phase Draft scale Cronbach's Alpha analysis quantitative research (n = 116) Exploratory factor analysis (EFA) Officially used scales Formal quantitative research (N=339) Evaluation of measurement model Evaluation of PLS-SEM model - General reliability - Coefficient of determination - Convergence value - Forecast compatibility (Q2) - Distinctive value Group classification evaluation - Verification of permutation - PLS-MGA Results Academic, Conclusions and implications administrator Figure Error! No text of specified style in document Research procedures (Source: Author’s proposal) 10 3.2 Qualitative research content Research conceptual scales: Table 3.2: Scale of export marketing strategy adaption Export marketing strategy adaption The product components (quality, features, packaging, brand name, labeling, service) adapted to the export market The price components (rate of return, discount, sales / credit terms, discount policy) are adapted to export markets Distribution components (distribution network, type or role of the intermediary, distribution budget) adapted to the export market Symbol EMS1 EMS2 EMS3 Communication components (message / topic, media allocation, sales promotion, sales EMS4 force role, promotion budget) have adapted to export market (Source: Navarro et al (2010b), Magnusson et al (2013)) Table 3.3: Scale of international experience International experience Symbol The enterprise management level has professional experience in export management IE1 Business management level has experience living and working abroad IE2 Business management is trained in international business, attending official courses and export seminars The enterprise management level has the capacity to follow up the trade clues in the main export market IE3 IE4 (Source: Lages et al (2008b), Lages & Montgomery (2005)) Table 3.4: Scale of export commitment Export commitment Symbol Enterprises dedicate many resources to export activities EC1 Enterprise develops a specific business program that runs the export business EC2 Business management has made efforts and committed time to export EC3 Enterprises spend financial resources committed to export activities EC4 Enterprises devote human resources to commit to export activities EC5 (Source: Donthu & Kim (1993), Navarro et al (2010b)) Table 3.5: Scale of product characteristics Product characteristics Symbol The enterprise's export products are unique PC1 The enterprise's export products have a characteristic culture PC2 The enterprise's export products with high level of intellectual property protection (e.g geographical indications, collective marks) The enterprise's export products meet customers' expectations for product quality PC3 PC4 11 (Source: O'cass & Julian (2003b), Cavusgil & Zou (1994)) Table 3.6: Scale of technological capacity Technological capacity Symbol The enterprise applies advanced technology in the fruit and vegetable export industry TC1 Enterprise researches and improves techniques, increases the content of modern technology in the production and processing of vegetables and fruits Compared with local competitors, the company's exported fruit and vegetable products are applied with superior technology Exported fruit and vegetable products that apply innovative technology are recognized in the main export markets TC2 TC3 TC4 (Source: Knight & Cavusgil (2004)) Table 3.7: Scale of environmental differences Environmental differences Symbol The degree of gap between Vietnamese and export markets in terms of: Cultural differences (e.g language, ethnicity, religion, social norms) ED1 Economic differences (e.g gross domestic product, education, infrastructure, finance) ED2 Geographic differences (e.g physical distance, climate) ED3 Political differences (e.g relations between countries involved, corruption, legal ED4 environment) (Source: Ghemawat (2001), Magnusson et al (2013)) Table 3.8: Scale of competitive intensity Competitive intensity Symbol There is a difference in the speed of innovation in the form of competition CI1 There is a difference in the frequency of marketing communications competition CI2 There are differences in the frequency of new product launches by a competitor CI3 There is a difference in the level of competition in the industry CI4 There are differences in price competition CI5 Source: Hultman et al (2009), Zeriti et al (2014)) Table 3.9: Scale of technical barriers in trade Technical barriers in trade Enterprises are affected by the barrier of standards / quality parameters of vegetables and fruits for export Symbol TBT1 Enterprises are affected by barriers to standard export packaging / labeling TBT2 Enterprises are affected by high non-tariff barriers (Technical barriers in trade) TBT3 Enterprises are affected by the barrier of strict and complicated rules and regulations of export markets TBT4 12 Enterprises affected by meeting the production standards of fruit and vegetable TBT5 products for export (inputs and / or production technology) (Source: Leonidou (2004), Kahiya (2018)) Table 3.10: Scale of export performance Export performance Symbol Enterprises increase export revenue, keep old customers and acquire new customers EP1 Enterprises have increased awareness, image and reputation in foreign markets EP2 Enterprises increase profits from export activities EP3 Enterprises increase the market share of export activities EP4 Enterprises have an international expansion and offers outstanding value to its EP5 customers (Source: Cadogan et al (2002), Navarro et al (2010b)) The results of adjusting the scale to set up survey questionnaires ensure the clarity of sentences, words, and semantics, ensuring the quality of question content in order to complete questionnaires for quantitative research at next phase 3.3 Methods of quantitative research 3.3.1 Sampling method Standard sampling method with three control attributes: (1) direct export sampled firms; (2) the number of years of export operation (more than years) and (3) the geographical location where the enterprise operates, used in the preliminary and official research step The survey was sent to fruit and vegetable exporters in Southern provinces (Ho Chi Minh City, Dong Nai, Binh Duong, Binh Phuoc, Tay Ninh, Long An, Tien Giang, An Giang, Can Tho) , Dong Thap, Ben Tre, Vinh Long), Binh Thuan and Lam Dong This region currently accounts for more than 80% of the total fruit and vegetable production of the country 3.3.2 Methods of data collection Table 3.11: Statistics of data collection methods No Data collection methods Preliminary Formal quantitative quantitative research research Direct survey 62 176 Phone 35 85 Internet 19 78 116 339 Total (Source: Author's calculations) 3.3.3 Analysis method for PLS - SEM The study analyzes the PLS model in two phases, consistent with previous studies (Navarro et al., 2010b; Magnusson et al., 2013; Sinkovics et al, 2018) The thesis has evaluated the validity and reliability of the measurement models and then evaluated the hypotheses in the full structure model The thesis uses PLS-SEM analysis method (Hair et al., 2018) as the appropriate method for the study In addition, multi-group analysis 13 method applied in this study such as permutation test (Henseler et al., 2016b; Chin & Dibbern, 2010); and PLSMGA (Henseler et al., 2009) 3.3.4 Preliminary assessment of the scale The conduct of preliminary research was analyzed on the number of questionnaires with 116 questionnaires and was conducted to check the reliability of the scale In this step, the study identified the scale to have appropriate reliability Then, the satisfactory scales are based on exploratory factor analysis to evaluate the value of the measurement variables in the scale through factor load The verification in the preliminary research helps the research assess the distinction of the scales in the research model Preliminary research results are the scientific basis for selecting and screening scales and included in the list of scales used for the official research program Chapter 4: RESEARCH FINDINGS 4.1 Characteristics of official research sample Table 4.1: Characteristics of the official research sample Frequency Type of operation Private enterprise 39 Limited liability company 172 Joint stock company 85 Other types 43 Below 50 26 Labor size From 50 to less than 300 234 From 300 and up 79 Years of export From years to less than 10 182 operation years From 10 years or more 157 Main export market China Other countries Ratio (%) 11,50 50,74 25,07 12,68 7,67 69,03 23,30 210 129 53,69 46,31 61,95 38,05 (Source: Author's calculations) 4.2 Testing scale 4.2.1 Testing scale with confidence coefficients Cronbach's Alpha The results of analyzing the reliability of the research scales are illustrated in Table 4.2, showing that all scales meet the requirements for reliability analysis, the overall Cronbach's Alpha coefficient is greater than 0.6 and the Correlation numbers of the variables compared to the sum are greater than 0.3 All scales IE, EC, PC, TC, ED, CT, TBT, EMS and EP are reliable and qualified for EFA analysis Table 4.2: Results of analyzing the reliability of the official scales Scale Mean if Item Scale Variance if Corrected Cronbach's Alpha if Deleted Item Deleted Item Deleted Item-Total Correlation International experience: (α = ,869) IE1 16,454 9,290 ,757 ,817 IE2 16,410 9,533 ,776 ,810 IE3 16,410 9,828 ,708 ,837 14 IE4 16,566 10,240 ,642 ,862 Export commitment: (α = ,856) EC1 20,070 11,634 ,692 ,822 EC2 19,991 11,618 ,683 ,824 EC3 19,890 11,234 ,653 ,832 EC4 19,991 11,973 ,663 ,829 EC5 20,044 11,374 ,670 ,827 Product characteristics: (α = ,891) PC1 15,557 8,277 ,813 ,840 PC2 15,716 8,405 ,800 ,845 PC3 15,666 8,773 ,781 ,853 PC4 15,598 9,105 ,654 ,900 Technological capacity: (α = ,879) TC1 15,000 11,970 ,670 ,871 TC2 14,985 11,121 ,758 ,838 TC3 14,988 10,313 ,737 ,852 TC4 15,283 12,109 ,833 ,821 Environmental differences: (α = ,916) ED1 12,079 13,488 ,824 ,887 ED2 11,849 15,359 ,803 ,895 ED3 11,882 14,501 ,815 ,889 ED4 11,879 14,249 ,802 ,894 Competitive intensity: (α = ,809) CI1 19,566 12,311 ,588 ,774 CI2 20,150 13,211 ,622 ,767 CI3 19,699 12,229 ,608 ,767 CI4 20,303 12,928 ,549 ,785 CI5 19,666 11,602 ,622 ,764 Technical barriers in trade: (α = ,916) TBT1 21,109 20,210 ,775 ,899 TBT2 20,935 20,215 ,786 ,896 TBT3 20,855 19,834 ,824 ,889 TBT4 21,035 19,857 ,771 ,900 TBT5 21,079 20,115 ,765 ,901 Export marketing strategies adaptation: (α = ,881) EMS1 13,994 6,645 ,690 ,868 EMS2 13,784 6,229 ,772 ,836 EMS3 13,958 6,732 ,759 ,843 EMS4 13,802 6,419 ,753 ,844 15 Export performance: (α = ,891) EP1 21,864 15,692 ,731 ,868 EP2 21,902 15,230 ,749 ,864 EP3 21,973 16,227 ,745 ,866 EP4 21,944 15,467 ,739 ,866 EP5 21,885 15,451 ,710 ,873 (Source: Results of author's data processing) 4.2.2 Analysis of exploratory factor analysis (EFA) According to the research model, there are unidimensional construct: IE, EC, PC, TC, ED, CI, TBT, EMS and EP All concepts with 40 observed variables, will be combined EFA analysis to evaluate the convergence value and their distinguishing value EFA results show that from 40 initial observed variables, there are factors extracted with cumulative variance of 71.990% greater than 60% The load factor of all factors is> 0.5 (from 0.602 to 0.898) Thus, scales IE, EC, PC, TC, ED, CI, TBT, EMS and EP all have satisfactory weights, achieve convergence and differentiation value and the scale value explains well the concepts recite 4.3 Evaluation of the measurement model 4.3.1 Measurement model formative Table Error! No text of specified style in document Results of outer weights of formative scale Observed research variables EMS EMS1 0,303 (0,825) 3,407 0,001 [0,124; 0,476] Có EMS2 0,284 (0,865) 3,099 0,002 [0,107; 0,473] Có EMS3 0,225 (0,837) 1,911 0,056 [-0,004; 0,453] Không EMS4 0,346 (0,874) 3,751 [0,159; 0,521] Có Outer weights t Confidence Variable values p values Intervals Bca (p < 0,05) 95% (Source: Results of author's data processing) 4.3.2 Measurement model reflective The model of factors affecting EP of Vietnamese fruit and vegetable exporting enterprises includes latent research variables (1 variable with formative scale analyzed) Next, analyzing and commenting on variables reflective Summarize the results of the measurement model, confirm that all the evaluation criteria of the model are passed, proving the reliability and validity 16 Figure 4.2: Model of the official measurement (Source: Results of author's data processing) 4.4 Structure model evaluation PLS-SEM 4.4.1 Hypothesis testing The thesis proposes 15 hypotheses (independent, dependent and intermediate variables), the test results have 15 accepted hypotheses (Table 4.12), based on P-value from the results of model estimation structure Table 4.12: Results of testing hypotheses Hypotheses H1 The export marketing strategy adaption has a positive effect on export performance H2a International experience has a positive relationship with the export marketing strategy adaption H2b International experience has a positive relationship with export performance H3a Export commitment have a positive relationship with the export marketing strategy adaption P-value Results 0,007 Chấp nhận 0,001 Chấp nhận 0,000 Chấp nhận 0,020 Chấp nhận 17 Hypotheses H3b Export commitment have a positive relationship with export performance H4a Product characteristics have a positive relationship with the export marketing strategy adaption H4b Product characteristics have a positive relationship with export performance H5a Technological capacity have a positive relationship with export marketing strategy adaption H5b Technological capacity have a positive relationship with export performance H6a Environmental differences are positively related to export marketing strategy adaption H6b Environmental differences have a negative relationship with the export performance H7a The difference in competitive intensity has a positive relationship with the export marketing strategy adaption H7b The difference in competitive intensity has a positive relationship with the export performance H8a Technical barriers in trade have a positive relationship with the export marketing strategy adaptation H8b Technical barriers in trade have a negative relationship with export performance P-value Results 0,001 Accepted 0,029 Accepted 0,002 Accepted 0,007 Accepted 0,000 Accepted 0,034 Accepted 0,004 Accepted 0,001 Accepted 0,000 Accepted 0,003 Accepted 0,000 Accepted (Source: Results of author's data processing) 4.4.2 Testing mediator For the relationship between IE, EC, PC, TC, CI, and EP, EMS acts as an complementary mediation In contrast, for the relationship between environmental differences, technical barriers in trade, and EP, EMS holds the function as a competitive mediation in the research model of export performance Vietnamese fruit and vegetable exporters Analytical results are presented in table 4.13 Table Error! No text of specified style in document 2: Direct, indirect, total effect Independent Mediating Dependent Direct Indirect Total variables variable variable effect effect effect 0,232 0,028 0,260 0,159 0,024 0,183 0,158 0,021 0,179 International experience Export commitment Product characteristics EMS EMS EMS Export performance Export performance Export performance 18 Technological capacity Environmental differences Competitive intensity Technical barriers in trade EMS EMS EMS EMS Export performance Export performance Export performance Export performance 0,233 0,023 0,256 -0,121 0,015 -0,106 0,234 0,029 0,263 -0,225 0,026 -0,199 (Nguồn: Tính toán tác giả) 4.4.3 Analysis of the multi-group structure The analysis results show that there is a difference between the relationship of research concepts between two groups of enterprises with years of exporting experience ≥ 10 and