MARKETING STRATEGIES, INDUSTRY COMPETITION AND EXPORT PERFORMANCE OF FRESH PRODUCE FIRMS IN KENYA

Abstract

Despite the increasing number of firms pursuing export market, little is known about the
moderating role of industry competition on the marketing strategy and export performance link.
To address this gap in literature data was collected from 100 exporters of fresh produce that
were members of the Fresh Produce Export Association (FPEAK) as at 31
st June 2019. This
study was anchored on the industrial organization economics theory. Study outcome revealed
that industry competition influence export performance through marketing strategies. A
descriptive cross-sectional study design was adopted. Primary data was collected using a
structured questionnaire. This study contributes to export literature by offering empirical
evidence on the moderating role of industry competition within the fresh produce industry.
Likewise, it has important practical implications to managers on how to improve firm’s export
performance in the highly unpredictable and volatile export market.
Key words: Marketing Strategies, Industry Competition, Export Performance, Fresh Produce
Firms