Two-Stage PLS-SEM and Fuzzy AHP Approach to Investigate Vietnamese SMEs’ Export Competitiveness

Vietnam is paying great to the seafood exporting sector, offering various significant production advantages, concluding that it critical understand competitiveness of target market and implement effective strategies. However, due COVID 19, value Vietnamese pangasius exports resulted in low unpredictable profits for farmers. It obvious recognize as Multi-Criteria Decision Making (MCDM) problem uncertain business environment. Therefore, this study first propose a two-staged Partial Least Squares-Structural Equation Modeling (PLS-SEM) Fuzzy Analytic Hierarchy Process (FAHP) analysis identify potential criteria comprehensively investigate export Small Medium-sized Enterprises (SMEs) context China market. First, dataset 186 valid respondents from SMEs was collected through an online survey June December 2020. The PLS-SEM approach applied ascertain positive impact proposed contributing against results showed all strongly correlated with competitiveness. Then, FAHP method employed rank subjective weights mentioned based on 12 experts’ judgments. Knowledge infrastructure (C3) has highest weight, followed by Product (C4). In contrast, Prices (C6) indicated lowest at 0.107 regarding results. Furthermore, provides insights into stakeholders seeking improve performance.