Xuan, Dao Mai; Tan, Buu Le
A icle
Rela ionship among go e nmen expo suppo ,
pe cei ed expo s imuli, ba ie s and expo pe o mance
Cogen Business & Managemen
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Sugges ed Ci a ion: Xuan, Dao Mai; Tan, Buu Le (2024) : Rela ionship among go e nmen
expo suppo , pe cei ed expo s imuli, ba ie s and expo pe o mance, Cogen Business &
Managemen , ISSN 2331-1975, Taylo & F ancis, Abingdon, Vol. 11, Iss. 1, pp. 1-17,
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Rela ionship among go e nmen expo suppo ,
pe cei ed expo s imuli, ba ie s and expo
pe o mance
Dao Mai Xuan & Buu Le Tan
To ci e his a icle: Dao Mai Xuan & Buu Le Tan (2024) Rela ionship among go e nmen expo
suppo , pe cei ed expo s imuli, ba ie s and expo pe o mance, Cogen Business &
Managemen , 11:1, 2336646, DOI: 10.1080/23311975.2024.2336646
To link o his a icle: h ps://doi.o g/10.1080/23311975.2024.2336646
© 2024 The Au ho (s). Published by In o ma
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Cogen Business & ManageMen
2024, VoL. 11, no. 1, 2336646
Rela ionship among go e nmen expo suppo , pe cei ed expo
s imuli, ba ie s and expo pe o mance
Dao Mai Xuana and Buu le anb
aFacul y o Comme ce a uni e si y o Finance – Ma ke ing, Ho Chi Minh Ci y, Vie nam; bschool o in e na ional Business and
Ma ke ing a ueH uni e si y, Ho Chi Minh Ci y, Vie nam
ABSTRACT
an inc ease in Vie namese ag icul u al expo pe o mance can con ibu e o he
dec ease in ade de ici wi h asean + 3. in o de o achie e i , some ac o s a ec ing
expo pe o mance should be s udied. he esea ch model is p oposed o indica e he
di ec ela ionship be ween go e nmen suppo and expo pe o mance and he
indi ec ela ionship be ween go e nmen suppo and expo pe o mance h ough
pe cei ed expo s imuli and pe cei ed expo ba ie s. sma -Pls so wa e was used o
es he collec ed da a om 257 sMes expo ing ag icul u al p oduc s o asean + 3.
Findings show ha he e is no only a di ec e ec o go e nmen expo suppo on
expo pe o mance bu also an indi ec e ec h ough pe cei ed in e nal expo
s imuli. Besides, he e is an indi ec ela ionship be ween go e nmen suppo and
pe cei ed in e nal expo ba ie s h ough pe cei ed in e nal and ex e nal expo
s imuli. Based on indings, he esea ch d aws key implica ions o manage s and
policymake s. howe e , because o di icul y o app oach sMes’ manage s, he esea ch
has some limi a ions including sample size and sample aking me hod (con enience
and snowball).
1. In oduc ion
since 2012, Vie nam has shi ed om a ade de ici o a ade su plus. howe e , Vie nam has a nega i e
ade balance wi h some ma ke s, especially asean + 3 (asean, Japan, Ko ea, china) a abou 65 billion
UsD in he ecen i e yea s (au ho s calcula ed based on he cus oms s a is ics om 2017 o 2021).
Besides, as an ag icul u al coun y, ag icul u al p oduc s a e Vie namese adi ional expo s. Wi h an a e -
age expo alue sha e o mo e han 40% pe yea , asean + 3 a e he main Vie nams’ expo ma ke s.
he p oblem o ade de ici wi h asean + 3 can be sol ed by boos ing ag icul u al expo s o his
ma ke g oup. in addi ion, he inc ease in asean + 3 expo also c ea es jobs o he majo i y o he
popula ion and is sui able o sMes wi h limi ed esou ces which ha e di icul ies o expo o a dis-
ance ma ke s, such as eU o ame ica. he e o e, i is necessa y o unde s and which pe cei ed expo
s imuli encou age and which pe cei ed expo ba ie s hinde sMes’ expo pe o mance o asean + 3.
in addi ion, Vie namese sMes ha e in e nal and ex e nal di icul ies, such as lacking o capi al, ou da ed
echnology, low p oduc ion capaci y, big in en o ies, weak in e na ional compe i i eness, so go e nmen
expo suppo p og ams a e needed o hem. Whe he i ms app ecia e he bene i s o go e nmen
expo suppo in expo s imuli inc ease, expo ba ie s dec ease, a ec ing expo pe o mance o no ,
should also be s udied.
an ex ensi e sea ch o he li e a u e e eals ha he e a e h ee mains eams s udying on pe cei ed
expo s imuli and pe cei ed expo ba ie s. he i s s eam is he s udies on he e ec o pe cei ed
expo s imuli on expo pe o mance (Pe e al., 2004; Boubak i e al., 2013; hemma i e al., 2018). he
second s eam is he s udies on he e ec o pe cei ed expo ba ie s on expo pe o mance (al-hya i
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Dao Mai Xuan [email p o ec ed] Facul y o Comme ce a uni e si y o Finance – Ma ke ing, Ho Chi Minh Ci y, Vie nam.
h ps://doi.o g/10.1080/23311975.2024.2336646
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
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ARTICLE HISTORY
Recei ed 16 May 2023
Re ised 19 Feb ua y 2024
accep ed 25 Ma ch 2024
JEL CODE
P33
KEYWORDS
asean + 3; expo
pe o mance; go e nmen
suppo p og ams;
pe cei ed expo ba ie s;
pe cei ed expo s imuli;
sMes
REVIEW EDITOR
hui en (helen) cai,
Middlesex Uni e si y
Business school, Uni ed
Kingdom
SUBJECTS
asian s udies; economics;
Business, Managemen
and accoun ing
2 D. X. Mai anD B. . le
e al., 2012; Jalali, 2012; ai e al., 2015). he hi d s eam is he s udies on he e ec o pe cei ed expo
s imuli and pe cei ed expo ba ie s on expo pe o mance (haghighi e al., 2008; s oian, 2010; gilaninia
e al., 2013; anil e al., 2016). in e m o he s udy on he go e nmen suppo , he e ha e no been
many s udies on he di ec and indi ec ela ionship be ween go e nmen expo suppo and expo
pe o mance. Rela ed o indi ec ela ionship, pe cei ed expo ba ie is he media o a iable jus was
s udied by Ka akaya and Yannopoulos (2012) and he e ha e no been any s udies o pe cei ed expo
s imuli as media o a iable. While one o he mains eams o pe cei ed expo s imuli and pe cei ed
expo ba ie s is he s udy on join e ec o pe cei ed expo s imuli and pe cei ed expo ba ie s on
expo pe o mance, he ex an s udies ha e no ye es ed he indi ec ela ionship be ween go e n-
men expo suppo and expo pe o mance wi h he media o a iable o he combina ion o pe -
cei ed expo s imuli and pe cei ed expo ba ie s. in addi ion, he p e ious s udies showed he e ec
o pe cei ed expo s imuli on expo pe o mance (Pe e al., 2004; Boubak i e al., 2013; hemma i
e al., 2018) bu he e ec o pe cei ed expo s imuli on pe cei ed expo ba ie s and he e ec o
pe cei ed expo s imuli on expo pe o mance h ough pe cei ed expo ba ie s ha e no been es ed
yes. Fu he mo e, he e is a lack o esea ch on sMes expo ing ag icul u al p oduc s in a de eloping
coun y, wi h a ansi ional economy as Vie nam. aking in o accoun he abo e men ioned, he e is a
ce ain need o conduc his esea ch o ill he esea ch gap. his esea ch objec i e is o in es iga e he
ela ionship among go e nmen expo suppo , pe cei ed in e nal expo s imuli, pe cei ed ex e nal
expo s imuli, pe cei ed in e nal expo ba ie s, pe cei ed ex e nal expo ba ie s and expo pe o -
mance in o de o sugges some manage ial and policy implica ions o boos he ag icul u al expo s o
asean + 3. he da a was collec ed om 257 di ec o s/depu y di ec o s, chie /depu y expo sales man-
age s o s a who ha e mo e han 5 yea s o wo king expe ience in sMes expo ing ag icul u al p oduc s
di ec ly o asean + 3. in he nex sec ion, a ionale o he cons uc s and hei hypo hesized in e ela-
ionships a e p esen ed. hen a de ailed desc ip ion o he esea ch me hod and measu es a e p o ided.
a e epo ing he s udy esul s, he a icle will conclude wi h some manage ial and policy implica ions,
i s limi a ions and u u e esea ch needs.
2. Li e a u e e iew and hypo heses
2.1. Theo e ical backg ound
acco ding o Ba ney’s RBV heo y (1991), en e p ises should assess whe he hei esou ces a e aluable,
a e, impe ec ly imi able and non-subs i u able o no . i esou ces a e well exploi ed, en e p ises will
inc ease hei compe i i e ad an age and pe o mance. en e p ises pe cei e ha hei own esou ces can
c ea e in e nal s imuli o in e nal ba ie s o expo . anil e al. (2016) belie e ha en e p ise esou ces
a e ac o s a ec ing hei expo pe o mance. he e o e, RBV heo y shows ha good expo pe o -
mance is based only on aluable, a e, di icul in e nal esou ces o imi a e and o non-subs i u e. i an
en e p ise possesses unique esou ces, i will pe cei e his as in e nal expo s imuli o achie e be e
pe o mance. On he con a y, i an en e p ise does no possess unique esou ces, in e nal ba ie s can
be pe cei ed ha ad e sely a ec i s expo pe o mance. in addi ion, because o limi ed esou ces, sMes
need go e nmen suppo . go e nmen suppo does no only a ec expo pe o mance di ec ly, bu
also indi ec ly (Ka sikeas e al., 1996; genç ü k & Ko abe, 2001) because i helps o supplemen and
inc ease en e p ise’s limi ed esou ces.
acco ding o law ence and lo sch’s con ingency heo y (1967), sMes in e na ionaliza ion beha io
is dynamic and di e se because i mos ly depends on he en e p ise’s capabili ies and on he ex e -
nal en i onmen . sousa e al. (2008); nemko a e al. (2012) a gued ha ex e nal ac o s a e men-
ioned by he app oach o he con ingency heo y and acco ding o which he ex e nal en i onmen al
ac o s in luence he s a egy and en e p ise pe o mance. ex e nal ac o s in expo ac i i ies a e
speci ic ex e nal en i onmen al ac o s ha a e beyond en e p ise’s con ol such as cha ac e is ics o
he expo ma ke s, poli ical ac o s, legal ac o s, cul u al ac o s, suppo s om he hos go e n-
men (Ka sikeas, 2014). he a o able ex e nal en i onmen al ac o s will be pe cei ed as ex e nal
expo s imuli and he ad e se ex e nal en i onmen al ac o s will be pe cei ed as ex e nal expo
cOgen BUsiness & ManageMen 3
ba ie s. he pe cep ion o hese ex e nal expo s imuli and ba ie s a ec s en e p ise’s expo
pe o mance.
ins i u ional heo y (sco , 1995) shows ha go e nmen suppo is conside ed as o mal ins i u ions
o egula ions o guide en e p ises, p o ide knowledge and expe ience, educe unce ain ies o achie e
good pe o mance. B u on e al. (2010) also a gued ha go e nmen suppo helps o emo e expo
ba ie s. Boehe e al. (2016) indica ed ha ins i u ions play an impo an ole in educing unce ain ies
and p o iding suppo s and guidance o en e p ises. hese suppo s and guidance encou age businesses
o lea n, imp o e and adap o challenges. ca doza e al. (2016), na ooz and child (2017) also showed
ha he lack o go e nmen suppo inc eases unce ain y and ansac ion cos s o sMes in de eloping
coun ies. he e o e, he go e nmen expo suppo has a di ec e ec on en e p ise’s expo pe o -
mance as well as he indi ec e ec on he inc ease in pe cei ed expo s imuli and he dec ease in
pe cei ed expo ba ie s.
2.2. Pe cei ed expo s imuli
Pe cei ed expo s imuli a e he en e p ise pe cep ion o he ac o s ha in luence an en e p ise’s deci-
sion o ini ia e, con inue, o de elop expo s (leonidou, 1995a & Mo gan, 1997). he e is a wide a ay o
expo s imuli which can be classi ied as pe cei ed in e nal and ex e nal expo s imuli (leonidou, 1995a;
na a o-ga cía, 2016); p oac i e and eac i e expo s imuli (leonidou e al., 1998; Ka sikeas e al., 1996;
Pe e al., 2004); expo s imuli based on expo pe iod (Re indo & gan 2017). his esea ch app oaches
he classi ica ion o in e nal s imuli and ex e nal s imuli (leonidou, 1995a). in e nal s imuli a e associa ed
wi h in luences endogenous o i ms (e.g. accumula ion o unsold in en o y, desi e o ex a co po a e
g ow h, possession o a unique p oduc ), while ex e nal s imuli a e de i ed om he en i onmen in
which i ms ope a e o in end o ope a e (e.g. unsolici ed o de s om ab oad, a ou able exchange a es,
encou agemen by go e nmen agencies) (leonidou, 1995a; leonidou e al., 2007).
2.3. Pe cei ed expo ba ie s
Pe cei ed expo ba ie s a e he en e p ise pe cep ion o cons ain s ha may hinde o p e en expo -
ing, o block and discou age i m om ini ia ing, inc easing o main aining expo (a eaga-O iz &
Fe nández-O iz, 2010; leonidou, 1995b). he e is also a wide a ay o expo ba ie s which can be
classi ied as ini ial and ongoing ba ie s (Bilkey & esa , 1977); pe cei ed in e nal and ex e nal expo
ba ie s (ca usgil, 1984; leonidou, 1995b); ba ie s om egula and spo adic expo e s (Kaleka &
Ka sikeas, 1995). his esea ch app oaches he classi ica ion o in e nal ba ie s and ex e nal ba ie s
(leonidou, 1995b). in e nal ba ie s a e de ined as i m’s endogenous p oblems associa ed wi h a lack o
o ganisa ional esou ces, while ex e nal ba ie s a e mo e di e se and ela e o issues in i ms’ ex e nal
en i onmen including p oblems in bo h home and hos ma ke s ( es om & lu z, 2006). in e nal ba ie s
include in o ma ional, unc ional, inancial and ma ke ing ba ie s while ex e nal ba ie s include p oce-
du al, go e nmen al, ask and en i onmen al ba ie s (na ayanan, 2015).
2.4. Go e nmen expo suppo
go e nmen expo suppo is p og ams wi h he pu pose o c ea ing expo unde s anding, encou ag-
ing and educing expo ba ie s o en e p ises (se inghaus & Rosson, 1990). he e a e many kinds o
expo suppo p og ams. acco ding o genç ü k and Ko abe (2001), ali and shamsuddoha (2007),
Du muşoğlu e al. (2012); Fa oque and akahashi (2015), go e nmen suppo p og ams a e lis ed as
speci ic p og ams, such as echnical assis ance o de eloping new p oduc s, pa icipa ion in in e na ional
ade ai s and specialised expo ai s, expo wo kshops and semina s, assis ance o es ablishing sales
and display cen es ab oad. ali and shamsuddoha (2007) ca ego ised expo go e nmen suppo as
ma ke suppo and inancial suppo . leonidou (1998) s udied highe -o de cons uc o go e nmen
suppo wi h lowe cons uc s o in o ma ion- ela ed p og ams, educa ion-and aining- ela ed p og ams,
ade mobili y- ela ed p og ams and inancial aid- ela ed p og ams. go e nmen suppo also is di ided
4 D. X. Mai anD B. . le
in o inancial suppo and non- inancial suppo (ayob & F eixane , 2014). his esea ch’s app oach is
based on leonidou (1998) because he classi ica ion is qui e clea , ully showing he kinds o go e nmen
suppo p og ams.
2.5. Expo pe o mance and hypo heses
acco ding o Papadopoulos and Ma ín (2010), chen e al. (2016), expo pe o mance is he en e p ise
esul s in in e na ional ma ke . expo pe o mance can be measu ed in h ee me hods, including inan-
cial (objec i e) scale (Jalali, 2012; Ka sikeas e al., 2000; Zou & s an, 1998), non- inancial (subjec i e) scale
(Jalali, 2012; sousa, 2004; Zou & s an, 1998), he combina ion o inancial and non- inancial scales o he
combina ion o objec i e and subjec i e scales (Ka sikeas e al., 2000). While inancial scale measu es he
e enue, p o i , ma ke sha e, non- inancial scale indica es p oduc s, ma ke s, sa is ac ion (Zou & s an,
1998; Ka sikeas e al., 2000). he combina ion scale is assessed h ough he pe cep ion o sa is ac ion o
expo ac i i ies (Ka sikeas e al., 2000; lages & lages, 2003). Because en e p ises do no like o disclose
in o ma ion wi h speci ic da a on hei business pe o mance, his esea ch app oaches non- inancial o
subjec i e scale based on en e p ise sa is ac ion on expo pe o mance.
While some s udies show a posi i e e ec o pe cei ed expo s imuli on expo pe o mance and a
nega i e e ec o pe cei ed expo ba ie s on expo pe o mance (Boubak i e al., 2013; hemma i e al.,
2018; ge schewski e al., 2020), o he s demons a e opposi e esul s (Pe e al., 2004) o non-signi ican
impac (Boubak i e al., 2013). se e al s udies ela ed o he di ec e ec o go e nmen expo suppo
on expo pe o mance ha e showed mixed esul s o ei he posi i e o non-signi icance impac . in he
indi ec ela ionship be ween expo suppo and expo pe o mance, s udies show a a ie y o media-
o a iables, in which, he pe cei ed expo s imuli ha e no been s udied, he pe cei ed expo ba ie s
jus we e s udied by Ka akaya and Yannopoulos (2012).
leonidou (1998) also belie e ha pa icipa ing in go e nmen expo suppo p og ams helps en e -
p ises o inc ease hei pe cep ion o p o i s ob ained om hei expo s. he pu pose o go e nmen
suppo p og ams is o c ea e a mo e posi i e business owne s a i ude abou p o i oppo uni ies,
g ow h in o eign ma ke s (leonidou e al., 1998), accumula ion o posi i e a i udes owa ds he expo
(ali & shamsuddoha, 2007). se e al s udies p o ed ha he go e nmen expo suppo helps o inc ease
en e p ise esou ces hen leads o he inc ease in hei pe cep ion o expo s imuli (czinko a, 1994;
leonidou 1998; njinyah, 2017). acco ding o czinko a (1994), ma ke in o ma ion suppo helps o
inc ease he en e p ise pe cep ion o in e nal s imuli o e enue and p o i , helping en e p ises o make
adjus men s o p oduc s which a e mo e sui able o hei expo ma ke s. Posi i e in o ma ion on expo
ma ke s, a o able policies in expo ma ke s also help inc ease he impac o en e p ise’s pe cei ed
ex e nal expo s imuli. suppo ing en e p ises o pa icipa e in exhibi ions and ade ai s also helps o
p o ide knowledge and in o ma ion o businesses, inc easing pe cep ion o in e nal expo s imuli and
also ex e nal expo s imuli o ma ke oppo uni ies, expo p oduc s (se inghaus & Rosson, 1990).
Financial suppo inc eases he pe cep ion o p o i s imuli (czinko a, 1994) as well as he pe cep ion o
ex e nal expo s imuli in o eign ma ke s. Based on he abo e discussion, he ollowing hypo heses
should be es ed:
h1a: he e is a posi i e ela ionship be ween go e nmen expo suppo and pe cei ed in e nal expo s imuli
h1b: he e is a posi i e ela ionship be ween go e nmen expo suppo and pe cei ed ex e nal expo s imuli
acco ding o singe and czinko a (1994), leonidou (1998), go e nmen suppo p og ams di ec ly
educe he impac o expo ba ie s, helping en e p ises boos hei ope a ions o achie e supe io
expo pe o mance. lede man e al. (2016); Kanda e al. (2016) a gued ha sMes may app ecia e he
isks associa ed wi h hei pe o mance in expo ma ke s which can hinde hei ma ke pene a ion.
he e o e, go e nmen suppo help o minimize he ad e se e ec s om he ex e nal en i onmen and
educe ailu es in he expo ma ke s (Kanda e al., 2016). acco ding o shamsuddoha e al. (2009), go -
e nmen suppo p og ams p o ide in o ma ion and knowledge h ough ai s, semina s, e c. o help
educe pe cei ed in e nal ba ie s ela ed o in o ma ion and limi ed knowledge. his kind o suppo
p og ams also help educe he pe cep ion o expo p ocedu es and egula ions which a e ex e nal
cOgen BUsiness & ManageMen 5
ba ie s (leonidou 1998). Köh e al. (2018)’s esea ch also showed ha a high pe cep ion o ba ie s can
hinde en e p ises om expanding hei ope a ions ab oad, bu i hey a e p o ided wi h knowledge,
in o ma ion and ad ice, en e p ises can o e come expo ba ie s. he e o e, he ollowing hypo heses
should be es ed:
h2a: he e is a nega i e ela ionship be ween go e nmen expo suppo and pe cei ed in e nal expo ba ie s
h2b: he e is a nega i e ela ionship be ween go e nmen expo suppo and pe cei ed ex e nal expo ba ie s
he ins umen al ole o go e nmen expo suppo in helping i ms boos hei expo s has been
p o ed in se e al s udies (Du muşoğlu e al., 2012; leonidou 1998; singe & czinko a, 1994). singe and
czinko a (1994) showed ha in o ma ion and knowledge abou expo ma ke s supplied by suppo
p og ams can p omo e manage s o ha e a posi i e a i ude owa ds expo pe o mance. Wilkinson
and B ou he s (2006) also belie ed ha a ending exhibi ions, ade ai s and semina s helps en e -
p ises inc ease hei ac i i ies in less expe ienced ma ke s. Du muşoğlu e al. (2012) men ioned ha
expo suppo is he main ac o ha posi i ely a ec s expo pe o mance and helps o encou age
en e p ises o p omo e hei pe o mance o new ma ke s. Recen ly, Myin (2019) also showed ha
he e is a posi i e ela ionship be ween inancial and echnical suppo and expo pe o mance when
making he esea ch on ga men en e p ises in Myanma . he e o e, he ollowing hypo hesis was
es ed in his s udy:
h3: he e is a posi i e ela ionship be ween go e nmen expo suppo and expo pe o mance
expo e s do business because o expo mo i es ela ed o e enue, p o i and g ow h which also
con ibu e posi i ely o i m pe o mance (g ay, 1997; s oian e al., 2011). howe e , he ex en o which
i ms a e mo i a ed o expo o achie e e enue and p o i goals is ela ed o manage s’ pe cep ion o
expo ma ke s (leonidou e al., 2007). Pe cep ion o he simila i y be ween home and hos ma ke s can
de e mine en e p ise expo beha io and as a esul , i a ec s i m expo pe o mance (s oian e al.,
2011). acco ding o sousa e al. (2008), he ma ke simila i ies a e an impo an de e minan o expo
pe o mance. he simila i ies be ween home and hos ma ke s a e easie o en e p ises o con ol han
he di e ences o hose. he e o e, he e is a success inc ease in close dis ance ma ke s. in addi ion, he
pe cep ion o he posi i e in o ma ion abou he ma ke , he demand and he a ac i eness o he
expo ma ke s play an impo an ole in expanding he expo ma ke s, leading o i m success ul pe -
o mance (Diaman opoulos & souchon, 1999; souchon & Diaman opoulos, 1996). en i onmen al ac o s
a e hose om home en i onmen , including expo s imuli such as a o able expo exchange a es, he
suppo s om he go e nmen , banks and indus y which also a ec expo pe o mance (leonidou
e al., 2007). se e al empi ical s udies ha e showed ha bo h pe cei ed in e nal expo s imuli and ex e -
nal expo s imuli ha e posi i e e ec s on expo pe o mance (anil e al., 2016; haghighi e al., 2008).
his leads o he ollowing hypo heses o be es ed:
h4a: he e is a posi i e ela ionship be ween pe cei ed in e nal expo s imuli and expo pe o mance
h4b: he e is a posi i e ela ionship be ween pe cei ed ex e nal expo s imuli and expo pe o mance
ad e se en i onmen al ac o s a e pe cei ed by en e p ises as expo ba ie s, a ec ing he expo pe o -
mance. he mo e ba ie s a e pe cei ed, he mo e en e p ises ealize ha expo ba ie s ha e nega i e e ec s
on expo pe o mance. his is because pe cei ed expo ba ie s lead o a nega i e a i ude owa ds expo
pe o mance (Dean e al., 2000). Pe cei ed ba ie s limi he en e p ises’ abili y o seek, iden i y and exploi
expo oppo uni ies e ec i ely. he e o e, i leads o dissa is ac ion wi h expo pe o mance (Ka sikeas e al.,
1996). Mos s udies con i m ha managemen pe cep ions o expo ba ie s nega i ely a ec expo pe o -
mance (Zou & s an, 1998) and his has been p o ed in many s udies such as Da sil a and Da Rocha (2001);
Wilkinson and B ou he s (2006); al-hya i e al. (2012); Boe mans and Roel sema (2013); sinko ics e al. (2018);
Yong e al. (2018). he e o e, he ollowing hypo heses will be es ed:
h5a: he e is a nega i e ela ionship be ween pe cei ed in e nal expo ba ie s and expo pe o mance
h5b: he e is a nega i e ela ionship be ween pe cei ed ex e nal expo ba ie s and expo pe o mance
6 D. X. Mai anD B. . le
Kahiya (2016) sugges ed ha some ex an s udies on expo ba ie s ocus on ex e nal s imuli (such
as expo suppo p og ams) as a me hod o deal wi h expo ba ie s. Because ex e nal s imuli can lead
o he inc ease in in e nal esou ces ha i ms can b eak down ba ie s. Wi h in e nal esou ce inc ease,
sMes will pe cei e i as in e nal s imuli. ge schewski e al. (2020) indica ed he e ec o in e nal expo
s imuli on expo eadiness which includes he eadiness o ace expo ba ie s. ca illo-labella e al.
(2020) also men ioned ha mo i a ional ac o s (such as some no ms, s anda ds) help o o e come ba -
ie s. in addi ion, in in e iews wi h some di ec o s, hey ag eed ha pe cei ed in e nal, ex e nal expo
s imuli ha e he e ec s on pe cei ed in e nal, ex e nal expo ba ie s. he eason is ha when en e -
p ises ha e hei posi i e pe cep ion o in e nal esou ces, en e p ises can o e come in e nal ba ie s as
well as ex e nal ba ie s. simila ly, when en e p ises ha e a posi i e pe cep ion o hei s imuli o domes-
ic en i onmen and expo ma ke s, hey a e mo i a ed o o e come in e nal and ex e nal di icul ies
and ba ie s. he e o e, he ollowing hypo heses a e p oposed:
h6a: he e is a nega i e ela ionship be ween pe cei ed in e nal expo s imuli and in e nal expo ba ie s
h6b: he e is a nega i e ela ionship be ween pe cei ed in e nal expo s imuli and ex e nal expo ba ie s
h6c: he e is a nega i e ela ionship be ween pe cei ed ex e nal expo s imuli and in e nal expo ba ie s
h6d: he e is a nega i e ela ionship be ween pe cei ed ex e nal expo s imuli and ex e nal expo ba ie s
he p oposed esea ch model wi h hypo heses is showed in Figu e 1.
3. Resea ch me hodology
his s udy combines quali a i e and quan i a i e esea ch me hods. Quali a i e esea ch was conduc ed h ough
ace- o- ace in e iews and a ocus g oup o adjus he obse a ional a iables o be sui able o he esea ch
con ex in Vie nam. Fi s , d awing on li e a u e e iew, a p elimina y e sion o he ques ionnai e was de el-
oped. go e nmen suppo p og ams a e second o de cons uc comp ising ou i s -o de ac o s:
in o ma ion- ela ed p og ams, educa ion and aining- ela ed p og ams, ade mobili y- ela ed p og ams and
Financial aid- ela ed p og ams (leonidou 1998). Pe cei ed in e nal expo s imuli, pe cei ed ex e nal expo
s imuli, pe cei ed in e nal expo ba ie s, pe cei ed ex e nal expo ba ie s a e i s -o de cons uc s. hey a e
syn hesized om p e ious s udies (Da sil a & Da Rocha, 2001; el Mak ini, 2015; Kahiya, 2016; Ka sikeas e al.,
1996; leonidou, 1995a, 1995b, 2000, 2004). expo pe o mance is dependable a iable which is i s -o de con-
s uc d awing om Ka sikeas e al. (1996)’s esea ch. he subjec i e scale o expo pe o mance is used in his
s udy. second, ace- o- ace in e iews we e implemen ed wi h 5 en e p ise ep esen a i es who a e senio exec-
u i es in ag icul u al expo sMes, 4 scien is s who a e lec u e s eaching he cou ses o in e na ional ade and
4 s a e managemen agency ep esen a i es whose du ies ela e o go e nmen suppo p og ams. hi d, he
ocus g oup was se up wi h 5 en e p ise ep esen a i es. a e he s ep o ace- o- ace in e iews and ocus
g oup, some obse a ional i ems o esea ch cons uc s we e sugges ed o add o emo e o be sui able o
he esea ch con ex . he e a e 16 i ems in o al o he cons uc o go e nmen suppo p og ams. he e a e
6 i ems o he cons uc o pe cei ed in e nal expo s imuli; 7 i ems o he cons uc o pe cei ed ex e nal
expo s imuli; 7 i ems o he cons uc o pe cei ed in e nal expo ba ie s; 11 i ems o he cons uc o
pe cei ed ex e nal expo ba ie s and 3 i ems o he cons uc o expo pe o mance.
Quan i a i e esea ch was conduc ed h ough sma -Pls so wa e wi h 257 sMes su eyed o he
e alua ion o measu emen model and s uc u al model. sample aking me hods o con enience and
snowball we e applied because i was no easy o app oach he boa d o managemen in sMes. all
esponden s a e in senio posi ions o ha e mo e han 5 yea s wo king in hei businesses. Because hese
esponden s a e in ol ed in impo an expo decision-making o ha e a lo o wo king expe ience, he
eliabili y o he p o ided in o ma ion is ensu ed. Responden s we e asked o indica e he bene i le el
o he go e nmen suppo p og ams, he le el o consensus on pe cei ed in e nal expo s imuli, pe -
cei ed ex e nal expo s imuli, pe cei ed in e nal expo ba ie s, pe cei ed ex e nal expo s imuli and
he sa is ac ion le el o expo pe o mance when en e p ises expo ag icul u al p oduc s o one o hei
selec ed ma ke s in asean + 3. a i e-poin scale was used o e alua e each i em le el o all cons uc s
(1 = comple ely disag ee; 5 = comple ely ag ee).
cOgen BUsiness & ManageMen 7
4. Resul s
he cha ac e is ics o esea ch samples is showed in able 1. Mos sMes esponden s a e in he sou h
o Vie nam, wi h 61%. he highes pe cen age o i m size is sMes wi h below 50 employees, aking
accoun o 69%. china is he ma ke o which mos o sMes expo hei ag icul u al p oduc s, occupy-
ing 43%. i shows ha he su ey sample’s cha ac e is ics a e consis en wi h he eali y in Vie nam
when he sou h is he a ea in whe e he mos ag icul u al expo ing en e p ises a e, small en e p ises
accoun o he majo i y among all sizes en e p ises and he Vie nam’s bigges ag icul u al expo ma -
ke is china.
4.1. E alua ion o he measu emen model
acco ding o hai (2017), he e a e h ee c i e ia o e alua e he e lec i e measu emen model, including
in e nal consis ency (c onbach’s alpha, composi e eliabili y), con e gen alidi y (ou e loading, a e age
a iance ex ac ed) and disc iminan alidi y. highe -o de componen (gs) includes lowe -o de compo-
nen : iP, eP, P, FP which sa is y he eliabili y, con e gen alidi y and disc iminan alidi y. highe -o de
componen (gs) wi h he emaining cons uc s in he model is, eXP sa is y he eliabili y, con e gen
alidi y and disc iminan alidi y. es, iB, eB ha e no ye me con e gen alidi y. in o de o mee he
Figu e 1. P oposed esea ch model.
14 D. X. Mai anD B. . le
p og ams; (2) in o ma ion- ela ed p og ams; (3) educa ion-and aining- ela ed p og ams; (4) Financial
aid- ela ed p og ams.
7. Limi a ions and u u e esea ch
his s udy has some limi a ions. Fi s , he sample size o his s udy is only 257 samples. second, he
sampling me hod is con enience and snowball sampling which a e no good o ha e a comple ely exac
esul . hese es ic ions a e due o limi a ion o app oach he boa d o managemen membe s in sMes.
in he u u e, i is necessa y o inc ease he sample size and selec he sample quo a e enly ac oss
a eas and use be e sampling me hods. in addi ion, esea ch on knowing and using go e nmen sup-
po p og ams, he mode a o ole o go e nmen expo suppo , o he en e p ise in e nal and ex e nal
ac o s ha a ec expo pe o mance should be conduc ed in he u u e.
Disclosu e s a emen
no po en ial con lic o in e es was epo ed by he au ho (s).
Impac s a emen
as an ag icul u al coun y wi h a u al popula ion o nea ly 70%, ag icul u e plays an impo an ole in Vie nam. he a e -
age annual expo alue o ag icul u al p oduc s accoun s o abou 10% o Vie nam’s o al expo alue and asean + 3
a e he majo expo ma ke s o Vie nam’s ag icul u al p oduc s. al hough since 2012, Vie nam has shi ed om a ade
de ici o a ade su plus, he e is a ade de ici wi h asean + 3 ma ke . Based on he da a collec ed om samples o 257
sMes in he no h, cen al, highland and he sou h in Vie nam, expo ing ag icul u al p oduc s o asean + 3, he esul
shows some ela ionships among ac o s o go e nmen expo suppo , pe cei ed expo s imuli, pe cei ed expo ba ie s
and expo pe o mance. F om he esul , some manage ial and policy implica ions a e sugges ed o inc ease he expo
pe o mance which helps o educe he ade de ici wi h asean + 3 ma ke and b ings bene i s o sMes expo ing ag i-
cul u al p oduc s o asean + 3.
Abou he au ho s
Dao Mai Xuan is a lec u e o Facul y o comme ce a Uni e si y o Finance – Ma ke ing in ho chi
Minh ci y, Vie nam. he esea ch in e es s include in e na ional business and managemen .
Buu Le Tan is a lec u e o school o in e na ional Business and Ma ke ing a Ueh Uni e si y, Vie nam. his esea ch
in e es s include in e na ional business, ma ke ing and managemen .
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