Browsing Faculty of Arts & Social Sciences (FoA&SS / FoL / FBM) by Author "2cb20b24-c352-4a3d-a621-76abd9787a06"
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The joint effect of marketing strategies, firm characteristics and industry competition on export performance of fresh produce firms in kenya
Njonjo, A.; Njeru, W.; Kibera, F.; Owino, J (DBA Africa Management Review, 2022-04-11)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 ... -
Marketing strategies, Industry competition and export performance of fresh produce Firms in Kenya
Njonjo, A.; Njeru, W.; Kibera, F.; Owino, J. (Ajbuma, 2022-03-22)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 ...