Export performance: Evidence from agricultural product firms in Vietnam

Abstract This study defines and measures the key factors driving export performance of agricultural product firms in Vietnam. It uses both qualitative quantitative research: (i) research is carried out through focus group discussions with 10 chief executive officers (5 rice-exporting 5 coffee-exporting firms) (ii) conducted direct interviews 232 owners or managers (rice-exporting The results show following: Export affected by marketing strategies, characteristics capabilities firms, management characteristics, domestic market foreign barriers. Marketing strategies are characteristics. However, has certain limitations: Due to limited resources conducting research, sample size consisted only firms. employed sampling technique email interview methods.