THE JOINT EFFECT OF MARKETING STRATEGIES, FIRM CHARACTERISTICS AND INDUSTRY COMPETITION ON EXPORT PERFORMANCE OF FRESH PRODUCE FIRMS IN KENYA

Abstract

Export marketing research focusses primarily on the direct relationship between
marketing strategies and export performance. Following a review of literature, specific
firm characteristics, industry competition were identified as potential determinants of
success in export market. This study seeks to investigate the joint effect of marketing
strategies, firm characteritics and industry competition on export performance. This
research was grounded on the dynamic capability theory and supported by the
industrial organization economics theory. A census survey was carried out on all the
100 fresh produce firms that were ordinary members of the Fresh Produce Export
Association of Kenya (FPEAK) as at 31st June 2019. Primary data were collected using
a structured questionnaire. A descriptive cross-sectional study design was adopted.
Output from the hierarchical regression analysis revealed that the joint effect of
marketing strategies, firm characteristics and industry competition on export
performance was positive and statistically significant. Findings of the study made a
contribution to theory development, policy and management practice. Specifically, this
research contributes to theory by empirically examining the joint effect of marketing
strategies, firm characteristics and industry competition on export performance. To
policy makers and management practice the study provides guidelines on how to
increase market share for fresh produce firms. However, the study had certain
limitations; the cross- sectional nature of data could not measure changes in marketing
strategy, firm characteristics, industry competition on export performance over a long
period of time. Study focused on identifying the role of the marketing strategies within
the product industry. For future research direction the study recommends longitudinal
studies that seek to examine the relationship between marketing strategy, firm
characteristics, industry competition on export performance over a long period of time.
A much broader study that includes more developing countries/multiple industries
would also provide an important extension to this study.

Key words:- Marketing Strategies, Export Performance, Industry Competition, Dynamic
Capability Theory, Firm Characteristics