The Impact of Market Orientation, Innovation and Mediating Role of Environmental Factors on Export Performance of Sudanese Exports (fruit and vegetables)

Abstract

The study aimed at shedding the light on the role of Sudanese export market (fruits and vegetables) in achieving economic development through applying the marketing concepts, besides explaining how these concepts affect the export performance. The study has adopted descriptive, analytical and statistical methods, whereas the primary data have been collected from Vegetable and Fruit markets in Khartoum after distributing a questionnaire to marketers, exporters and importers as individual sample. The study results revealed that the export agencies (vegetables and fruits) focus on applying the concept of market orientation and innovation on export market, which enhance the export performance. It is recommended for export agencies to consider the mediating role that the environmental factors play on export performance.