An investigation of the significance of training skills required to be effective in export marketing by small and micro enterprises (SMEs) exporting locally manufactured products in Kenya

Abstract

Export marketing skills are important ingredients for every company in today’s global economy. This study sought to identify the significance of training for skills required to be effective in export marketing by Small and Micro-enterprises (SMEs) in Kenya exporting locally manufactured goods. Data were collected, regarding skill importance, and degree of possession of those skills through two participant samples drawn from fifty SMEs exporting locally manufactured goods. The first sample comprised fifty owners/managers of the SME firms who were surveyed regarding the skill importance, and second sample comprised fifty employees of the participating SMEs who indicated the degree to which they possessed the identified skills. Possession ratings were compared across importance ratings, in a way that allowed skill-based areas for training programs to be prioritized. An extensive review of the literature was completed relative to determining which skills are required for effective export marketing. The literature provided several organizational frameworks, which focused on general elements of export marketing