Identifying factors affecting export performance of sports equipment and sportswear firms

Abstract

Export marketing experts believe that "identifying the factors that affect export performance" is important for firms in today's competitive markets in that it helps them improve export performance. This research was conducted with the goal of identifying and prioritizing the factors that affect the export performance of sports equipment and sportswear firms. Also, the research used the Lee and Griffith's model (International Marketing Review 21(3):321-334, 2004). In terms of purpose and method, the research falls into the applied-quantitative category. As the number of exporting firms in the area of sports equipment was limited (32 firms), a minimum number of 23 firms were selected based on the Morgan table among which 60 copies of the research questionnaire were distributed in order to collect data. Then, using the PLS software, the collected data was analyzed so as to assess each of the 5 factors in the model for the intended industry. Finally, the research provides some recommendations and suggestions that could help improve export performance in the sportswear and sports equipment industry.