The Effect of Macro Business Environment on Export Performance and the Mediation Role of Strategic Market Orientation: The Case of Textile and Garment Exporter Multi-National Companies in Ethiopia
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Date
2022-01
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A.A.U
Abstract
The purpose of this study is examining the effect of macro business environment on export
performance and the mediation role of strategic market orientation of MNCs exporting textile
and garment which are based in Addis Ababa. This study used quantitative research method
and employed explanatory survey design to objectively answer the research questions. In order
to achieve the study objectives, 165 sample respondents were selected through stratified
random sampling technique. Accordingly, data were collected through self-administered
questionnaire from sample respondents. Out of 165 respondents, 150 workable data were
obtained. These data, analyzed through inferential statistics tools. An inferential statistics with
the help of SPSS confirmed that macro business environment has positive and statistically
significant relationship with export performance. Moreover, macro business environment has
strong and significant effect on export performance. The technological factors were identified
to have the bigger impact on export performance. Meanwhile, strategic market orientation
partially mediates the relationship between macro business environment and export
performance. Macro business environment in general have strong effect in shaping the
company’s strategic orientation. Critical lesson were observed in policy, industry, firms and
educational implications.
Key words: Multinational-companies, political and legal environment, economic environment,
socio-cultural environment, technological environment, environmental factors, strategic market
orientation, export performance
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Keywords
Environmental Factors, Export Performance