Export knowledge, export commitment and coffee export performance in Ethiopia

Export performance is the success or failure of a company in exporting locally produced goods or services to other countries. This study aimed to analyze the effect of export knowledge and export commitment on coffee export performance with the mediating role of product adaptation in Ethiopian coffee exporting companies. The study employed a quantitative research method, and data were collected from 273 sampled companies engaged in coffee exporting in the country. In addition, this study used a structured questionnaire to collect data. The obtained data were analyzed using SPSS version 25 and PLS-SEM version 3.2.8 to test the causal relationships between the constructs. The results revealed that factors such as export knowledge, export commitment, and product adaptation significantly influence the export performance of coffee companies in the country. Moreover, product adaptation also mediated the relationship between export knowledge, export commitment, and export performance. The study’s finding implies that sufficient export knowledge, export commitment, and adapting product can increase export performance. As a result, the research makes three main scientific contributions: first, it explains how export knowledge and export commitment are used to improve export performance. Second, it adds knowledge to the existing export performance literature by examining the mediating role of product adaptation. Third, it presents evidence from a less-studied developing country like Ethiopia. Finally, the study provided strategic recommendations based on empirical evidence. Accordingly, to improve coffee export performance, the management and other employees of a company can benefit from having adequate knowledge of export procedures and commitment to their duties and responsibilities. On top of that, coffee export companies must apply product adaptation strategies to meet their customers' needs.