Abstract:
As businesses grapple with uncertainty, there has been a growing interest in investigating how
dynamics influence operations in these businesses. This study investigated the effect of market
dynamics on the growth of horticultural export markets. The study was conducted against
increased dynamics in the international market for horticultural products. These dynamics
continue to pose significant risks to investments in the sector by small-scale farmers in Kenya.
The study collected quantitative data using a structured questionnaire from a sample of 334
small-scale horticultural farmers who were randomly selected. Validity and reliability tests were
performed before the main study. Then, descriptive and simple linear regression was used to
analyze the data. It was established that although the export market is dynamic with many
factors at play, standardization, technology adoption, and consumer preferences still influence
business operations such as the growth of the growth of horticultural export markets.
Additionally, the study observed a statistically significant relationship between market dynamics
and the growth of horticultural export markets. From these findings, managers can leverage the
market dynamics to realize the growth of horticultural export markets. They can also develop
relevant policies and procedures to improve their practices.
