Entrepreneurial Impact on Brand Development in The Agricultural Export Sector: A Conceptual Framework

It is important for agricultural export companies that want to be more competitive on a global scale to understand the factors that lead to the growth of export brands, even though this is not a common practice among these companies. However, the perspectives of entrepreneurs in companies that have yet to embrace brand development remain underexplored. This study fills in that gap by using institutional rationality theory to help create a framework for thinking about the points of view of entrepreneurial leaders in agricultural export companies. This approach offers valuable insights into the factors influencing brand development in the export sector from an organization’s perspective. Furthermore, the research highlights the importance of branding in competitive markets by emphasizing how strong brand equity and entrepreneurial actions drive export brand development and long-term sustainability. It talks about how outside factors, such as cultural norms and laws, affect strategies and suggests a model for further research to improve how international branding is done. So, the results should add to the larger conversation about brand development by giving useful advice on how to make agricultural export businesses more competitive on a global scale.