Browsing by Author "Dagmawit Kebede"

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    The Mediating Role of Marketing Strategy in the Effect of Antecedents on Export Performance of Oilseeds: the Case of Ethiopian Pulses and Oil Seeds Exporters Association
    (A.A.U, 2025-01-26) Dagmawit Kebede; Abera Legesse (PhD)
    This study investigates the factors affecting the export performance of Ethiopian oilseed exporters, emphasizing the mediating role of export marketing strategies. A quantitative research approach was employed, utilizing an explanatory survey design to establish causal relationships between internal factors (firm and product characteristics), external factors (industry and market characteristics), and export performance. Data were collected from 162 respondents, primarily members of the Ethiopian Pulses and Oilseeds Exporters Association (EPOSEA). The analysis was conducted using SPSS version 27 software, incorporating descriptive statistics, correlation analysis, and multiple regression models to test the relationships among variables. The results reveal that firm, product and market factors does not have significant influence on export performance, however industry characteristics shows the strongest direct impact. Export marketing strategies comprising product adaptation, pricing, promotion, and distribution emerged as a crucial mediator, enhancing the effectiveness of these factors. Statistical tests, including Pearson correlation, multicollinearity checks, and regression analysis, confirmed the robustness of the model. The adjusted R-square value indicated that 70% of the variance in export performance could be explained by the independent variables, underscoring the importance of aligning internal capabilities and external opportunities with strategic marketing efforts. Respondents emphasized several recommendations, including the need for increased government support including addressing structural barriers and simplify export regulations. They also highlighted the importance of investing in modern technologies to enhance production efficiency and meet international quality standards. Additionally, respondents recommended improving market accessibility through enhanced trade networks and partnerships, as well as addressing logistical challenges by upgrading transportation and storage infrastructure.