Strategic Positioning and Performance of Non-Oil Export with Reference to Women Organization in International Trade

Abstract

The study examines strategic positioning and performance of non-oil export: a study of women organization in international trade in Abuja – Nigeria. The study adopted survey research design. The study used primary with the aid of questionnaire to administered to the respondents. The population of this study is one thousand five hundred which are members in Nigeria. The Sample size determined using a formula developed by Gill, Johnson and Clark in 2010 which recorded as the as three hundred and six (306). The study used Partial Least Square Structural Equation Model (PLS-SEM) to analysed the data with the Smart Pls. The study found that strategy positioning significantly affects competitiveness, perceived customer satisfaction, market share, and service quality. Other findings were that strategy positioning has significant influence on firm’s competitiveness, strategy positioning has significant influence on market share, strategy positioning has significant influence on perceived customers satisfaction and strategy positioning has significant influence on service quality. The study recommended that leadership of Women in International Trade should continue to offer unique services to the clients, provides quality support to its customers, facilitates information exchange with the customer, and as well provides a platform that promotes networking for the purpose of enhancing firm’s competitiveness, perceived customer satisfaction, market share, service quality.

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