International Market Research Articles

How and when internal marketing orientation affects frontline employees’ positive word of mouth: insights from a hotel in China

PurposeDrawing on the theoretical underpinnings of job crafting, this study aims to investigate how and when internal marketing orientation (IMO) promotes employees’ positive word of mouth (PWOM).Design/methodology/approachThe two-wave, multisource data came from frontline employees and their supervisors in a hotel located in Eastern China. The hypothesized relationships were tested with Mplus with multilevel path analysis.FindingsThe results reveal that IMO encourages frontline employees to change the task, cognitive and relational boundaries of their jobs. Nevertheless, it is through relational crafting that IMO ultimately affects employees’ PWOM, especially when they work with supervisors high in felt responsibility for constructive change (FRCC).Research limitations/implicationsTo the best of the authors’ knowledge, this study is one of the first studies to investigate how organizations and supervisors can work together to encourage frontline employees’ PWOM.Practical implicationsThe findings carry important implications for practitioners on how to encourage frontline employees’ PWOM in the service sector.Originality/valueFirst, this research adds to the limited knowledge of how organizations and supervisors can work together to promote frontline employees’ PWOM in the service sector. Second, by proposing job crafting as a key intermediary mechanism underlying IMO’s impact on employee PWOM, this research not only offers a new theoretical perspective to understand how to promote frontline employees’ PWOM but also sheds new light on the underlying mechanisms through which IMO exerts its influence on frontline employees. Third, supervisors’ FRCC as a boundary condition of IMO can help service organizations more effectively capitalize on IMO to motivate frontline employees’ engagement in job crafting and subsequent PWOM.

Перспективи розвитку транскордонного співробітництва на рівні місцевого самоврядування в Україні

The irreversible course of Ukraine’s accession to the European Union is vividly demonstrated every day in the media by the unwavering support of our country by international partners and organisations, as well as by the top officials of foreign states. The key task is to adapt the acquis communautaire into the national legislation of Ukraine. All reforms are taking place in parallel with the Ukrainian government’s accession negotiations, starting with the ratification of the EU-Ukraine Association Agreement in 2014. An integral attribute of EU accession is the implementation of decentralisation reforms, including the development of cross-border cooperation of territorial communities. This is an important tool for the development of regions, cities and territorial communities, especially those bordering on neighbouring countries or having partnerships with territorial partners in other countries. Since Russia’s full-scale invasion of Ukraine, the EU countries have virtually unanimously expressed political support for our country. The EU candidate status granted to Ukraine allows us to create the best conditions for the development of cross-border cooperation. Regardless of the duration of Ukraine’s accession process, the prospect of Ukraine’s membership in the EU has become a political reality and will sooner or later mean its integration into the EU single market and the Schengen area. Cross-border cooperation of subnational actors should be seen as a tool for territorial development of regions and communities, which ultimately benefits the whole country and should be in the public interest. State support for the development of cross-border cooperation at the regional and local level should be understood as a necessary investment that brings mutual benefits to all its partners. They will be able to use the opportunities offered by EU programmes for cross-border cooperation through various funding projects. In addition, such cooperation is of public interest to every European country. The state is obliged to be interested in this and provide opportunities to develop such cooperation. Therefore, in June 2024, the Law of Ukraine ‘On International Territorial Cooperation of Ukraine’ was recently adopted, which addresses a number of shortcomings and problems of local government functioning within the framework of international cooperation between territorial communities and regions of foreign countries.

Crossers in a Segmented Labour Market: Occupational Advancement and Wage Changes from Semi-Skilled and Unskilled Jobs

How the upward mobility chances of workers in unskilled or semi-skilled jobs are shaped by influences at the organisational and sectoral level remains an open question. This article aims to close this research gap by examining the role of internal labour market characteristics in the promotion prospects and wage increases of workers in semi-skilled and unskilled positions. The hypotheses are derived from dual and segmented labour market theory. Regression analyses based on linked-employer-employee-data (LIAB), covering 44,024 workers in semi-skilled and unskilled positions from 2005 to 2010, underline the importance of the internal labour market. A considerable share of workers moved to skilled positions through company change. For the workers who stayed with the company, career advancements were associated with regular training investments and formalised regulations at the company level. Collective agreements, in contrast, were associated with lower chances of upward mobility, but higher wages.

The experiences of older migrant mothers and grandmothers with intergenerational solidarity in their transnational families

AbstractThe role of grandparents in providing support to their migrant adult children is well researched within the intergenerational cross‐border solidarity literature. Studies highlight the gendered care roles assumed by ‘left behind’ grandparents, usually women, who provide hands‐on caregiving to their young grandchildren. However, there is limited research on the supportive economic roles of older migrant women who help ‘left behind’ families navigate economically unpredictable circumstances through remittance transfers. This article makes a contribution by exploring the economic roles of older mothers and grandmothers who participate in the international labour market as paid care workers to support their families ‘back home.’ It draws on ethnographic research with Romanian women in their late 50s and 60s in Italy. Insight is gained into the experiences with transnational care and mobility of older mothers and grandmothers. More specifically, how expectations and demands for intergenerational solidarity in their families conditions women's migration projects, including its temporalities and the distribution of economic risks and responsibilities within the transnational family.

Issues of Tax Integration in the Practice of the Court of the Eurasian Economic Union: Commentary on the Advisory Opinion on the Case CE-2-1/1-22-БК2

Introduction. Economic and political processes in integration associations are accompanied by the convergence of the legal systems of their Member States. The area of harmonization, which is both important from the point of view of the formation of the internal market (indirect taxes) and sensitive from the point of view of sovereignty (direct taxes), is the sphere of taxation. Despite the long-term work on the harmonization of legislation on taxes and fees within the framework of the EAEU, there are still many issues that need both interstate and national settlement. Methods. The methodological basis of the research was made up of general scientific methods of cognition: analysis, synthesis, abstraction, induction, deduction, analogy, modeling, systemic, as well as private scientific methods – the formal legal method and comparative legal method. Results. The authors refer to the practice of the EAEU Court as a supranational judicial body with the authority to resolve disputes on the application of the sources of the EAEU law, as well as to clarify their provisions. Cross-border tax issues may become the subject of research by the EAEU Court, including in the procedure for the implementation of advisory competence. The acts of the EAEU Court allow not only to resolve the dispute, but also to eliminate possible conflicts in law, as well as the inconsistency of its understanding. The growing role of Court acts is noted precisely as acts of interpretation, which is shown by the examples of advisory opinions on tax disputes. The article examines the basic principles of collecting indirect taxes on the export and import of goods and services on the example of the advisory opinion on the case CE-2-1/1-22-БК, as well as comparisons with earlier cases considered by the EAEU Court, in which tax issues were raised. The connection of the considered problems with the concept of tax sovereignty is noted. Defining the boundaries of the circle of taxable persons is related to the tasks of national policy, including such as combating tax evasion and protecting the national fiscal base. Discussion and Сonclusion. In the course of the study, the authors come to the conclusion that the EAEU Court does not have the authority to determine the order of execution of the decision, as well as to apply interim measures, at the same time, the countries themselves participating in the integration association impose on law enforcers the obligation to adhere to the principles of maintaining confidence in the Treaty on the EAEU.

Situational control and strategic choices during supply chain disruptions: case studies of SME exporters

PurposeMotivated by the severe impact of global supply chain disruptions and the lack of understanding of supply chain resilience from an SME exporter perspective in the international marketing literature, this paper sets out to explore how SME exporters achieve resilience through strategic choices related to sourcing and manufacturing during global disruptions.Design/methodology/approachThe study adopts a qualitative, multiple-case-studies approach to identify the key strategic drivers and contextual factors influencing SME exporters’ supply chain resilience. Our study adopted an SME exporter perspective and featured an unprecedented global supply chain disruption context. New Zealand (NZ) was chosen as the key home country context for the participants of this study. Five NZ SME exporters were selected for our case studies.FindingsThis study redefines buffering, bridging and a mixed strategy for an SME exporter facing global supply chain disruptions. SME exporters with high situational control are likely to pursue a buffering strategy that reduces their resource dependence on foreign suppliers and their reliance on information support from these suppliers. In contrast, when the firm perceives little control over the supply chain, it will decide upon a bridging strategy that aims to build solid relationships with supply chain partners. Exporters opt for a mixed strategy when they do not see themselves clearly in high or low situational control.Research limitations/implicationsAs global disruptions arise and evolve, supply chain uncertainty and exporters’ sense of situational control manifest differently across industries, product lines, markets and sourcing countries. It is essential to understand that firms can choose a mixed strategy based on these supply chain conditions. While our study was fortuitously timed, conducting multi-country studies could provide more comparative insights that transcend national borders. Additionally, our study did not examine organizational and capability-based factors. Future research may benefit from exploring how an SME exporter develops strategic capabilities to achieve resilience over its lifetime.Practical implicationsBusinesses see survival as the most pivotal concern during a global supply chain disruption. Many companies have had to make on-the-spot decisions about whether they should shift or redesign their supply chains in the middle of a global disruption. There is no “best strategy” for an SME exporter to take. Rather, managers should make strategic decisions based on how much control or influence they have over a particular part of their supply chain. The level of control is determined by the SME exporter’s overall resource dependencies and information needs in particular parts of their supply chain.Originality/valueWe adopt resource dependence theory and information processing theory to guide our study and place exporters' situational control in the centre of drivers to firms' strategic choices during global disruptions. We make a novel attempt to incorporate the contextual conditions of the COVID-19 pandemic into the theorization of supply chain resilience. We make managerial recommendations to help SME exporters navigate global supply chain disruption challenges.

REDEFINING THE INTERNAL MARKETING-HRM NEXUS: A COMPREHENSIVE FRAMEWORK FOR ORGANIZATIONAL ALIGNMENT IN THE DIGITAL AGE

Background: Internal marketing and Human Resource Management (HRM) are crucial for organizational success. Internal marketing involves strategically communicating organizational values and goals to employees, while HRM focuses on efficiently managing human resources to achieve organizational objectives. Numerous studies have shown that integrating internal marketing and HRM can enhance organizational performance by improving employee satisfaction, retention, and overall productivity. Method: This study employs a mixed-methods research strategy, combining quantitative surveys and qualitative interviews. Structural Equation Modeling (SEM) was used to test the hypotheses concerning the relationships between internal marketing, HRM, and organizational performance. Results: The SEM analysis revealed significant positive correlations between internal marketing, HRM, and organizational performance. Specifically, internal marketing positively impacts organizational performance (β = 0.35, p < 0.01), HRM positively impacts organizational performance (β = 0.40, p < 0.01), and organizational performance mediates the relationship between internal marketing and HRM (Sobel test: z = 2.50, p < 0.05). Conclusion: The findings underscore the importance of integrating internal marketing and HRM to enhance organizational performance. Effective internal marketing and HRM practices lead to increased employee satisfaction, engagement, and retention, ultimately boosting organizational success. Findings: The study confirms that a synergistic approach to internal marketing and HRM can lead to significant improvements in organizational performance. This integration fosters a cohesive work environment, enhances employee well-being, and ensures long-term competitive advantage.

Kiran Desai and Kazuo Ishiguro: Worlding Diasporic Literature between the Local and the Global in The Inheritance of Loss and an Artist of The Floating World

This paper offers an intertextual reading of Kazuo Ishiguro’s An Artist of The Floating World (1986) and Kiran Desai’s The Inheritance of Loss (2006). It explores how both texts manage the circuits of the international book market as commodities conscious of the stakes involved in addressing a global audience and cognizant of their translinguistic and transcultural vocations. The paper probes the discursive sites built by the two texts while oscillating between the will to defy the discourse of globalization and the urge to comply with the demand for exoticism in the Western mainstream literary market.

A model for standardizing Nigerian SMEs: Enhancing competitiveness through quality control

Small and Medium Enterprises (SMEs) play a critical role in Nigeria's economic development, contributing significantly to employment, innovation, and gross domestic product (GDP). However, Nigerian SMEs face persistent challenges that hinder their growth and global competitiveness, particularly a lack of standardisation and inadequate quality control. This review proposes a comprehensive model for standardizing Nigerian SMEs, focusing on enhancing competitiveness through robust quality control mechanisms. The model is built on four key components: the development of a sector-specific quality control framework, government and institutional support, technology integration, and collaboration within SME clusters. By implementing industry-specific standards and providing training programs, SMEs can align their products and services with global benchmarks, increasing their potential for international market penetration. The model emphasizes the need for government incentives and regulatory bodies to foster adoption while encouraging the use of digital tools to monitor quality in real-time. Additionally, public-private partnerships are recommended to drive technology transfer, making quality control more affordable and accessible. The proposed model also promotes collaboration among SMEs through networking and knowledge sharing, enabling small businesses to adopt best practices collectively. Pilot programs in sectors such as agriculture and manufacturing are suggested to assess the feasibility and effectiveness of the model. This review argues that adopting this standardized quality control model will significantly enhance the competitiveness of Nigerian SMEs, reducing barriers to growth, and facilitating economic development. The success of this initiative relies on coordinated efforts from government, industry associations, and SMEs themselves. Keywords: Nigerian SMEs, Competitiveness, Quality control, Economic Development.

University-business linkages influence on international business competence: An in-service training perspective

Firms often rely on the skills and mindsets of individual employees and managers rather than on organizational structures and capabilities to execute entrepreneurial activities. These individual-level factors, which may originate from educational and business experiences, also support the development of international business competencies when firms engage in international operations. Accordingly, this study investigates educational collaborations in university-business linkages that influence international business competence at the individual level. Survey data were collected from 489 in-service-trained business executives pursuing (Executive) Master of Business Administration degrees while concurrently holding supervisory and managerial responsibilities in firms in Ghana. Factor analysis revealed four dimensions of educational collaborations in university-business linkages. Results from hypothesis testing, conducted using covariance-based structural equation modeling (CB-SEM), indicate that the diversity and internationality of study content and research dimensions positively and significantly influence these executives' global mindset, entrepreneurial orientation, and international marketing skills in performing foreign business operations. Similarly, interactions with international resource persons positively and significantly influence the executives' global mindset and international marketing skills. However, while participation in international affairs shows positive effects, these are not statistically significant. We discuss these findings and highlight their implications for developing international human capital through a university-business educational collaboration framework useful for executives, business schools, academics, and global higher education development partners.

Optimization of Website Development to Increase Export Sales of Stone Resin Products: A Case Study of Pt. Als Pra Capital

In the era of growing international trade, the use of digital technology has become very important for companies to increase their competitiveness. This research aims to optimize the use of PT Als Pra Capital's website as a digital marketing tool to increase export sales of Damar Batu products. The methods used include the Design Thinking approach, SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis, and STP (Segmentation, Targeting, Positioning) to design a website prototype that supports e-commerce functionality and improves company branding. The results of the website prototype development show that the implementation of an effective digital marketing strategy can increase the visibility and accessibility of Damar Batu products in the international market. The discussion highlights that by optimizing the website and implementing appropriate digital marketing strategies, PT Als Pra Capital is expected to expand their export market share and strengthen their position in the global market. This research contributes to the development of digital marketing strategies in the export sector.

The effect of standardized advertising, managerial ties and born global orientation on export performance

PurposeGiven the contradictory findings of standardization/adaptation of marketing strategy in explaining export performance in the extant research, this study aims to examine the contingent effects of managerial ties and born global orientation in the standardized advertising-export performance conceptualization.Design/methodology/approachThe study used two-respondent method in the survey research by a sample of 155 exporting firms operating in the industrial marketing based in Australia and New Zealand and applied hierarchical regression analysis to test the hypotheses.FindingsThe findings demonstrate that standardized advertising has a significant effect on export performance and this relationship is positively moderated by business ties. Such effect is particularly enhanced for born global firms (than nonborn global firms). However, political ties negatively influence the impact of standardized advertising on performance and such effect is stronger for born global firms.Research limitations/implicationsA broader perspective of contingent variables should be included to examine the underlying relationship between standardized advertising and export performance in capturing the dynamism in international marketing contexts, such as institutional frameworks or sociocultural environments in host countries.Practical implicationsStandardized advertising is critical for born global firms’ export performance as it can increase efficiency and speed up internationalization processes. Such positive impact of standardized advertising on export performance is further enhanced if born global firms allocate resources to develop strong business ties with host country partners instead of building political ties with host country governments, because smooth business networking can facilitate standardized advertising on industrial marketing, yet justifiable political relations require intricate negotiations that often prolong internationalization progress.Originality/valueThis study incorporates managerial ties and born global orientation as contingent factors in fixing the theoretic interlock between standardization advertising strategy and export firm performance.

Design of Advertising Strategy Through Google Ads to Increase Export Sales of PT Kian Eka Cipta

This era of globalization makes increasing the competitiveness of local products in the international market significant, especially for SME companies such as PT Kian Eka Cipta which is engaged in exporting furniture and handicrafts. Despite having high-quality products, the company faces challenges finding international buyers and marketing its products effectively. This research aims to design an advertising strategy through Google Ads to increase PT Kian Eka Cipta's export sales. The method used is descriptive qualitative with a case study approach. SWOT analysis and keyword analysis were applied to identify the company's strengths, weaknesses, opportunities, and threats and determine relevant keywords for advertising. The results showed that the potential market that can be developed through Google Ads is the United States. The strategy is focused on targeting specific audiences based on location, demographics, and interests. It is expected that the implementation of this strategy can increase PT Kian Eka Cipta's export sales by the predetermined targets.

TechMark: a framework for the development, engagement, and motivation of software teams in IT organizations based on gamification.

In today's fast-moving world of information technology (IT), software professionals are crucial for a company's success. However, they frequently experience low motivation as a result of competitive pressures, unclear incentives, and communication gaps. This underscores the critical need to handle these internal marketing challenges such as employee motivation, development, and engagement in IT organizations. Internal marketing practices aiming at attracting, engaging, and inspiring employees to use excellent services have become increasingly important. Internal marketing is attracting, engaging, and motivating employees as internal customers to utilize their quality services. Gamification has emerged as a significant trend over recent years. Despite the expanding use of gamification in the workplace, there is still a lack of focus on internal marketing tactics that incorporate gamification approaches. Thus, addressing the challenges related to employee motivation, development, and engagement is crucial. Therefore, as a principal contribution, this research presents a comprehensive framework designed to implement gamified solutions for software teams of IT organizations. This framework has been tailored to effectively address the challenges posed by internal marketing by optimizing motivation, development, and engagement. Moreover, the framework is applied to design and implement a gamified work portal (GWP) through a systematic process, including the design of low-fidelity and high-fidelity prototypes. Additionally, the GWP is validated through a quasi-experiment involving IT professionals from different IT organizations to authenticate the effectiveness of framework. Finally, the outclass results obtained by the gamification-based GWP highlight the effectiveness of the proposed gamification approach in enhancing development, motivation, and engagement while fostering ongoing knowledge of the employees.

Strategic Market Assessment for International Market Entry: A Comparative Analysis of Market Selection Criteria and Entry

This paper explores the strategic market assessment for international market entry, focusing on market selection criteria and entry strategies. It examines the factors influencing market selection, including economic stability, market size, competitive landscape, cultural compatibility, and regulatory environments. The study compares two primary international market entry strategies: alliances and acquisitions. It analyzes the benefits and challenges of each approach, particularly in managing risks and leveraging local market knowledge. The research also highlights the role of partnerships in emerging markets, where local expertise can be vital for successful market entry. Through case studies of companies such as Starbucks in China and Tata Motors' acquisition of Jaguar Land Rover, the paper illustrates how strategic market entry decisions can lead to sustainable competitive advantages. This comparative analysis offers insights for business leaders and policymakers aiming to expand into global markets.

Contribution of road transport infrastructure in mitigating the inward–immiserizing growth in Cameroon: An externality approach in computable general equilibrium analysis

The issue of immiserizing growth has been largely discussed in the literature since 1958. It describes a country context contending with high volume of exports relatively to its imports on the international market that benefits from high economic growth but losses in households’ welfare. This study aims to investigate the contribution of transport infrastructure to tackle immiserizing growth in developing countries, focusing on the Cameroon economy, a contending with a significant lack in the development of road transport infrastructure. Further, the study enriches the debate on the wider economic impacts, closely related to immiserizing growth. The loss of welfare is observed upstream to the investigations, as a response to the application of two types of fiscal policies: the import tariff and the capital income tax. Through a dynamic Computable General Equilibrium (CGE) model, the effect of road transport infrastructure is explored, using the externalities approach. This is an innovative methodology recently applied to access the economic impacts of infrastructure investment making a difference between productive and non-productive infrastructure investments. The findings reveal that productive transport infrastructure not only reduces the wider economic impact by improving households’ welfare but also enhances economic growth. A 10 percent increase in road transport infrastructure investment funded by import tariff leads to a welfare improvement of 1.94% and 1.66% in both short and long terms compared to respective losses of 0.58% and 0.15% if the generated financial funds are allocated in non-productive infrastructure such as monuments, defense etc. The similar tendency is observed for the capital income tax funding. Thus, policymakers are recommended to accentuate the road construction, in order to shorten the complex interplay between public decisions and households’ living conditions.

Study on the Application of Intercultural Communication in Apparel Cross-Border E-commerce Livestreaming

With the rapid growth of global cross-border e-commerce, the apparel industry, as a key sector, has broken traditional marketing boundaries through e-commerce livestreaming and gradually entered the international market. However, due to significant differences in consumer needs and preferences across different cultural backgrounds, intercultural communication skills are crucial in cross-border e-commerce livestreaming. Based on Hofstede's cultural dimensions theory, this paper explores the application of intercultural communication in apparel cross-border e-commerce livestreaming. It analyzes how six cultural dimensions-high-context vs. low-context communication, power distance, individualism vs. collectivism, uncertainty avoidance, masculinity vs. femininity, indulgence vs. restraint-impact livestream communication and provides strategic suggestions for e-commerce livestream hosts to enhance communication in a cross-cultural context.

Internal Marketing As A Key To Strategic Human Resources Management In The Education Industry In The Context Of The COVID-19 Pandemic

Several studies prove the relevance of internal marketing in promoting job satisfaction and life satisfaction among professionals. During the COVID-19 Pandemic, educational institutions were faced with a set of challenges that forced the redefinition of strategies appropriate to the context experienced, with internal marketing being a key factor in redefining these same strategies. This study aims to evaluate whether internal marketing is a catalyst for professional satisfaction and life satisfaction among professionals in the Education industry active in Portugal during the COVID-19 Pandemic. To this end, a conceptual research model was developed and 4 study hypotheses were postulated to investigate the purpose of this research based on a quantitative methodology applied to a convenience sample (n=167). The findings obtained proved to be statistically significant, showing internal marketing as a direct and positive predictor of commitment, professional satisfaction and also satisfaction with life. Besides, job satisfaction has been confirmed as a direct and positive determinant of employee performance, commitment, loyalty and satisfaction with life. Finally, commitment was too confirmed as a predictor of employee satisfaction and loyalty. Thus, this research presents itself as an added value for both science and the education industry, as it makes important contributions to the country's educational institutions and enables them to perceive various determinants of professional satisfaction, commitment, employee performance and loyalty, so as to improve strategies that support organizational sustainability and the well-being of educational agents and, in turn, of the students themselves.

The unfairness of place: A cultural history of the UK's ‘postcode lottery’

The 'postcode lottery' has become a dominant political framing for place-based health inequalities in Britain, used by patient groups, politicians and in media coverage of regional health and healthcare inequalities. Using newspapers, parliamentary material and health policy documents, this paper traces how this term has changed and expanded from its origins as a protest about access to new pharmaceutical treatments, to a broader commentary about geographical variations in the quality of NHS and other public services, health outcomes, and deprivation. It traces this emergence and evolution from its origins in the 1989-91 introduction of the 'internal market' and the 1994 reintroduction of the National Lottery, through to New Labour health reforms, the introduction of austerity, and the Levelling Up programme in the present day. This paper finds that the term's concern with unfairness has enabled its incorporation into a range of political positions, both as a defence of universalism against market-based reforms in the NHS, and to rationalise distinctions between 'unequal' and 'unfair' disparities in health outcomes. We conclude that understanding and addressing place based differences and inequalities in health, healthcare, and health outcomes may be aided through investigation of cultural ideas and values as well as the deep histories of place and local services.

Export Dynamics and Performance of Tree Seeds in Tanzania: An Analytical Study of Tanzania Forest Services Agency

Purpose: This study investigates the determinants of export performance for tree seeds by the Tanzania Forest Services (TFS) through an analytical framework grounded in the Resource-Based View (RBV) theory. It aims to identify and analyze the influence of Foreign Market Characteristics (FMC), Export Competence (EC), and Business Environment (BE) on the export performance of tree seeds in Tanzania. Design/Methodology: The study adopted a longitudinal research design to analyze the export dynamics and performance of tree seeds in Tanzania over 14 years, from 2003 to 2016. Data was collected from TFS over 14 years, covering export volumes and values. The analysis examines the effects of FMC, EC, and BE on tree seed export performance. Findings: The findings indicate that FMC, EC, and BE significantly affect export performance. Foreign market characteristics enhance export performance by improving market demand and accessibility. Export competence contributes to success through superior production quality and logistics. A supportive business environment facilitates exports by reducing trade barriers and improving infrastructure. Thus, these insights suggest the need to foster internal competencies, improve export strategies, and enhance regulatory and economic frameworks to boost the export potential of tree seeds from Tanzania. Originality/Value: This study offers new insights into how internal capabilities and external market conditions jointly influence the export performance of tree seeds. It bridges theoretical frameworks with practical implications for TFS. The study provides actionable recommendations for policymakers to improve export strategies, optimize market access, and strengthen business conditions, thereby advancing Tanzania’s position in the global tree seed market.