Therefore, it is necessary to have a research to help policy makers get a general picture of fruit and vegetable export results through: 1 Literature review of export results; and 2 Quan
Trang 1MINISTRY OF EDUCATION AND TRAINING
LAC HONG UNIVERSITY
Dong Nai, 2020
Trang 2The thesis was completed at Lac Hong University
Science instructors: Dr Tran Anh Minh
Dr Nguyen Van Nam
Trang 3CHAPTER 1 PREFACE INTRODUCTION
In this chapter, the author gives the preface of the thesis, including: practical research context, theoretical context; research objectives and questions, research subject and scope, research methods including qualitative and quantitative research, academic and practical contributions of the thesis and the structure of the thesis
1.1 RESEARCH CONTEXT
1.1.1 Practical research context
Vietnam is at the threshold of economic integration, which is both an opportunity and a challenge for our country, various economic issues are directly affected as Vietnam's import-export As a developing country, Vietnam is still a trade deficit one Joining trade organizations, signing bilateral and multilateral trade agreements has created many opportunities for Vietnam to promote its strengths, remove restrictions on export market and created a new trade environment The growth of export and its contribution to economic development in recent years is an example which shows that Vietnam has effectively taken the advantages of these opportunities
The average growth rate of annual export turnover in the period of 2010 -
2017 is high In 2010, Vietnam's export scale was only US $ 72.23 billion, ranked 6 out of 10 ASEAN countries (be ranked behind Thailand, Malaysia, Singapore, Indonesia, Brunei, Myanmar) with an export value of about 62.31% of GDP, by the end of 2017, this scale reached US $ 214.32 billion in 2017 (an increase of 2.97 times) and became the fourth highest commodity export country in ASEAN (be ranked behind Thailand, Maylaysia, and Singapore) with an export value of about 95.77% of GDP
Among the current exports, Coffee, Cashew, Fruits and Vegetables is one
of the main export commodities of Vietnam The year of 2017 was a turning point for vegetables industry of Vietnam when export turnover reached US $ 3.5 billion and surpassed rice and coffee to become the second major export
Trang 4item in agricultural, forestry and aquatic products of Vietnam (be ranked behind the cashew product)
However, besides the achievements of the current export turnover, Vietnamese exporters in general and fruits and vegetables exporters in particular are also facing a lot of difficulties while the role of Vietnam Vegetables Association is still tepid, capital and business size are limited, management capacity of leaders of enterprises is weak, they have not known much about foreign markets, and there has been no appropriate export marketing strategy In addition, technical barriers and trade protection from importing countries have increased, strong competition pressure due to market openness (especially when Vietnam is an official member of the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP), it will greatly affect the export activities of enterprises in general and fruits and vegetables enterprises in particular Especially, in the globalization process, competition is getting more and more, and enterprises that want to be successful need to identify the factors affecting export results in order to have a suitable direction (Ayan & Percin, 2005) Meanwhile, there is very little research on the export activities of enterprises in emerging markets (Leonidou et al., 2002) Therefore, it is necessary to have a research to help policy makers get a general picture of fruit and vegetable export results through: (1) Literature review of export results; and (2) Quantification of the factors affecting the export results of fruits and vegetables enterprises in the current period; and (3) The necessary implications to promote export activities for enterprises
1.1 Theoretical research context
When conducting research on export results, scientists approach in two directions: (i) micro perspective, enterprise perspective by quantitative method through survey of exporting enterprises using primary data (Peter and Ramadhani, 1998; Katsikeas et al, 1995; Craig, 2003; Tuba and Selcuk, 2005; Miltiadis et al, 2008; Seyed, 2012; Salem, 2014; Tran Thanh Long et al, 2014; Bui Thanh Trang and Le Tan Buu, 2015), or (ii) approach at macro perspective, economy perspective
by quantitative method using Gravity model through the criteria of the economy using secondary data (Nguyen Quynh Huy, 2018; Tran Nhuan Kien and Ngo Thi
My, 2015; Drama et al., 2014; Hatab et al., 2010) However, the researches are
Trang 5mainly conducted in developed countries that have many differences in the level of economic and cultural development compared to Vietnam
From the practical and theoretical issues mentioned above, an empirical research is needed to identify and quantify the factors affecting the export results of fruits and vegetables exporting companies in Vietnam On that basis, several research implications are proposed to promote exporting activities of fruits and vegetables in particular and Vietnam's agricultural products in general Therefore, the author chose the thesis: "Factors affecting the export results of fruits and vegetables enterprises in Vietnam" as the topic of doctoral thesis of economics majoring in business administration
1.2 RESEARCH OBJECTIVES AND QUESTIONS
Mục tiêu cụ thể/ Specific objectives
To achieve the overall objectives above, the thesis has 03 specific objectives as follows:
1 Identify factors affecting export results of Vietnam's fruits and vegetables exporting enterprises;
2 Measure the relationship between export results and factors affecting export results of fruits and vegetables enterprises;
3 Propose several management suggestions to improve export results of fruits and vegetables enterprises
Trang 62 How is the relationship between export results and factors affecting export results of fruitss and vegetables exporting enterprises?
What are the basic and necessary administrative implications for improving the export results of Vietnam's fruits and vegetables exporting enterprises?
1.3 RESEARCH SUBJECT AND SCOPE OF THE THESIS
1.3.2 Research scope of the thesis
The research of thesis was implemented in the following scope:
Theoretical approach:
Export results can be approached in three ways (Katsikeas et al., 2000; Altıntas et al., 2007): (1) Economic/Financial perspective (Economic/ Financial), (2) Nonfinancial/ Noneconomic perspective (Nonfinancial/ Noneconomic), and (3) Generic perspective (Generic) In the research, the author measured the export results based on a generic perspective approach
Spatial approach
In the thesis, fruits and vegetables exporting enterprises in Ho Chi Minh City and the Mekong Delta were surveyed
Góc tiếp cận về mặt thời gian/ Time approach
Qualitative and quantitative researches were conducted in the period from 04/2016 to 04/2017
1.4 RESEARCH METHODS
1.4.1 Methodology:
Qualitative research was conducted through 02 focus group discussions with fruits and vegetables exporting enterprises for establishment of model and adjust the observed variables
Quantitative research was conducted through direct interviews with the surveyed subjects to carry out testing of model and research hypotheses
1.4.2 Về phương pháp và công cụ xử lý thông tin (Method/Tools):
Trang 7(1) Method of secondary data collection:
Secondary data were collected through the Statistical Yearbook of the General Statistics Office, World Bank over the years of 2017, 2016, 2015, 2014, 2013, 2012,
2011 and 2010
(2) Method of primary data collection:
Group discussion: the author conducted a focus group discussions with the subjects to re-identify the factors affecting the export results of fruits and vegetables exporting enterprises; and adjusted the observed variables which were to
be used to measure research concepts;
Investigation and survey: the author conducted investigations and surveys two times: (i) the first time: conducting direct interviews with 100 respondents who were the surveyed subjects through the detailed questionnaire by the convenience sampling method to adjust and re-identify the scale structure; (ii) the second time: conducting direct interviews with 300 respondents who were the surveyed subjects
to test the models and research hypotheses
(3) Tools for data process and testing of research model:
The data is encrypted and cleaned by SPSS 20.0 software to evaluate the scale using the Reliability Analysis through Cronbach's Alpha coefficient, Exploratary Factor Analysis EFA, Confirmatory Factor Analysis CFA and Structural Equation Modeling SEM were used to test the model and the research hypotheses through SPSS 20.0 software
1.5 CONTRIBUTIONS OF THE THESIS
Academic and practical contributions of the thesis are as follows:
1.5.1 Academic contributions:
Firstly, the research results of the thesis have proved that: the export results
of fruits and vegetables enterprises are directly affected by: (1) Export marketing strategy; (2) Characteristics of vegetables industry; (3) Characteristics and capabilities companies; (4) Foreign market characteristics; (5) Management characteristics; (6) Domestic market characteristics
Secondly, the research results of the thesis have added the scale system of export results and factors affecting the export results of fruits and vegetables exporting enterprises to the theoretical scale system
Trang 81.5.2 Practical contributions:
Firstly, the research results help managers of fruits and vegetables exporting enterprises, policy makers, and researchers have a comprehensive picture of the factors affecting the export results of fruits and vegetables enterprises On that basis, there are appropriate policies to promote export activities of enterprises
Secondly, the thesis is a reference source on the overall approach for researchers, policy makers, business managers who are interested in the export sector in general and fruits and vegetables export in particular
1.6 STRUCTURE OF THE THESIS
The thesis consisting of 05 chapters is presented in the following order: Chapter 1: Preface
Chapter 2: Literature review and research model
Chapter 3: Research design
Chapter 4: Research results
Chapter 5: Conclusions and implications
SUMMARY OF CHAPTER 1
Chapter 1 presented an overview, or an overall picture, of the thesis of the author from the research context, identification of the research objectives and questions, research subject and scope, research methods to be used to the contributions of the thesis
Trang 9CHAPTER 2 LITERATURE REVIEW AND RESEARCH MODEL INTRODUCTION
In this chapter, the author presented the export theory On that basis, the author proposed models and research hypotheses for fruits and vegetables export cases in Vietnam market
2.1 BACKGROUND THEORY OF EXPORT
2.1.1 Absolute advantage theory of Adam Smith
2.1.2 Comparative advantage theory of David Ricardo
2.1.3 Heckscher – Ohlin theory
2.1.4 Competitive advantage theory of Michael Porter
2.1.5 New institutionalism theory
2.1.6 Resource theory
2.1.7 Industrial organization theory
2.1.8 Social network theory
2.2 THEORY OF EXPORT RESULTS
2.2.1 Concept of export results
An enterprise when exporting goods to a foreign country needs to conduct a series of activities: market research, assessment of export capacity of enterprise, identifying products, demand and customers’ liking in the target market, finding funding, organizing export activities, etc After a deal, or a certain period of time the achievements of an enterprise will be reflected through the export results Therefore, it can be said that the export results of an enterprise are multidimensional picture of the successes and failures of an enterprise when exporting products to foreign market
2.2.2 Measurement method
In this research, the author measured the export results based on an overall approach (consistent with the research of Katsikeas et al, 2000; Altintas et al, 2007; Nguyen Viet Bang et al (2017)
2.2.3 Theoretical models on factors affecting export resutls
Trang 10Model of author Madsen (1987)
Model of Aaby and Slater (1989)
Model of Gemünden (1991)
Model of Gemünden (1998)
Model of Katsikeas et al (2000)
Model of Leonidou et al (2002)
Model of Sousa et al (2008)
Model of Moghaddam et al (2012)
Model of Chen et al (2016)
2.3 OVERVIEW OF EXPERIMENTAL RESEARCHES ON EXPORT RESULTS
2.3.1 International researches
Research of authors Peter and Ramadhani (1998)
Research of author Katsikeas et al (1995)
Research of Craig (2003)
Research of Tuba and Selcuk (2005)
Research of author Boughanmi et al (2007)
Research of Miltiadis et al (2008)
Research of Seyed (2012)
Research of authors Adu-Gyamfi and Korneliussen (2013)
Research of Drama et al (2014)
Research of Salem (2014)
Research of authors Edril và Özdemir (2016)
2.3.2 Domestic researches
Research of Tran Thanh Long et al (2014)
Research of Bui Thanh Trang and Le Tan Buu (2015)
Research of author Nguyen Viet Bang et al (2017)
Research of author Nguyen Quynh Huy (2018)
Trang 11were mainly conducted in developed countries with differences in the level of economic and cultural development compared to Vietnam, as well as on industrial products, fisheries, coffee, then the results should be much different from fruits and vegetables products in Vietnam Therefore, it is necessary to conduct an experimental research on the factors affecting the export results of Vietnam's fruits and vegetables enterprises because Vietnam is an agricultural country and agricultural products are one of the main export commodities of Vietnam
2.4 PROPOSED RESEARCH MODEL
The model of Chen et al (2016) was considered as basis in this thesis because this model was reviewed in the latest time period
H1: Marketing strategy affecting export results (positive expectations)
H2: Characteristics and capacities of enterprise affecting export results (positive expectations)
H3: Industry characteristics affecting export results of enterprise (positive expectations)
H4: Management characteristics affecting export results of enterprise (positive expectations)
H5: Characteristics of foreign markets affecting the export results of enterprise (positive expectations)
H6: Domestic market characteristics affecting the export results of enterprise (positive expectations)
H7: Trade Association affecting the export results of enterprise (positive expectations)
H8: Characteristics and capabilities of an enterprise affecting its export marketing strategy (positive expectations)
H9: Industry characteristics affecting export marketing strategy of enterprise (positive expectations)
H10: Management characteristics of an enterprise affecting its export marketing strategy (positive expectations)
H11: Domestic market characteristics affecting the export marketing strategy of enterprise (positive expectations)
H12: Foreign market characteristics affecting the export marketing strategy of enterprise (positive expectations)
Trang 12The model and research hypotheses are presented as Figure 2.10
Figure 2.10: Proposed research model
SUMMARY OF CHAPTER 2
Chapter 2 presented the theoretical basis of export, including: background theory of export, review of theoretical models on factors affecting export results, overview of relevant studies of domestic and foreign scientists on export results On that basis, the thesis proposed research models and hypotheses for the case study of export results of fruits and vegetables enterprises in Vietnam
Characteristics and capabilities of enterprise
Characteristics of vegetables industry
Management characteristics
Foreign market characteristics
Domestic market characteristics
Trade association
Export marketing strategy
Export results
Trang 13CHAPTER 3 RESEARCH DESIGN INTRODUCTION
In this chapter 3, the author presents the used research design to evaluate scales, test models and research hypotheses including: the entire process, research implementation schedule, qualitative and preliminary quantitative research results
3.1 RESEARCH PROCESS
3.1.1 Introduction to the research program
The research process of the thesis is implemented through 03 steps including:
(1) Qualitative research - Research the theory of preliminary design of scales
(2) Quantitative research - preliminary research
(3) Quantitative research - official research Collected data is processed using SPSS 20.0 software
3.1.2 Research process
Through the arguments about the factors affecting the results of fruit and vegetable businesses, the study interprets the research process through three specific steps as follows:
Step 1: Qualitative research
Step 2: Preliminary quantitative research
Step 3: Official research
The official study was conducted by quantitative methods through direct interviews with 300 respondents who were the subjects surveyed through the official questionnaire (official scale) according to the convenient sampling method from January 2017 to April 2017