Effect of Network Ties and Marketing Strategy on Sustainable Performance of Agribusiness Firms Network Ties and Marketing Strategy on Sustainable Performance of Agribusiness Firms

Abstract

The aim of this study was to identify the effect of network ties and marketing strategy on sustainable performance of agribusiness firms. The sample size of the study was a total of 312 leaders and non- managerial employees agro-processing firms found around Finfinnee. The source of the data for the study was primary data in which the primary data was collected through questionnaires. To analysis the collected data multiple regressions was used. As the multiple regression result of the study shows, market strategy has high effect (p<.05,weight=.381) while network ties has low positive significant effect(weight of 0.116) on firm performance
. Furthermore study result show that firms with higher market strategy oriented lead to strong ability to adapt to changes in markets and achieve high firm performance. Therefore, in order to increase their performance they should have strong network ties and use appropriately marketing strategy.