Foreign environmental impacts on export performance A study of agribusiness firms exporting to Japan

Although a large body of literature exists on export performance, little attention has been given to how foreign environments impact on the performance of firms exporting to a particular market. This study examines how the business environment in Japan impacts on a sample of New Zealand agribusiness firms exporting to this market. Using path analysis with LISREL, the findings suggest that the foreign environment in Japan has a small but significant adverse impact on export performance. The results also show that exporters are able to mediate the adverse effects of the Japanese business environment on their overall export performance by formulating effective product, pricing, promotion and distribution strategies.