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 31stJune 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.