Assessment of Determinants of Export Performance in a Case of Cut Flower Sector in Ethiopia
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Date
2014-06
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Addis Ababa University
Abstract
This study was prompted after observing the sporadic nature of Ethiopian flower exports in the last 4 years. This fact was strengthened by the overall fall in exports in Ethiopia to other neighboring countries and the dismal engagement in global trade by Sub-Saharan Africa countries despite the advent of globalizations and regional economic integration and corporation. The objectives of this study therefore were to: Determine the relationship between firm characteristics and export marketing strategy, determine the relationship between firm characteristics and export performance, determine the relationship between export marketing strategy and export performance, and determine the relationship between management attitudes and export marketing strategy. To achieve the above objectives, a quantitative correlation research design was used to execute the study. A sample of 18 firms was taken after stratifying the population and then sampling purposively. Data was collected using a well pre-tested questionnaire and analyzed using statistical package for social scientists (SPSS). The study demonstrated that indeed firm characteristics, management attitudes and export marketing strategy are key determinants of export performance among flower growers & exporters in Ethiopia. This was confirmed by R2 of 49%. Management of flower exporting firms should therefore consider putting in place strategies to address aspects of firm characteristics, management attitudes, export marketing strategy and export performance in order to win in the international market.
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Keywords
Firm Characteristics, Management Attitude, Export Marketing Strategy