Enhancing Global Market Competitiveness of Ethiopian Coffee Exporters: Exploring International Branding and Value Addition Strategies and Consumer Cosmopolitanism
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Date
2026-06-01
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Addis Ababa University
Abstract
This study examines export competitiveness among Ethiopian coffee firms. It focuses on branding,
value addition, and cosmopolitan consumers. The study uses a qualitative approach. Researchers
conducted semi-structured interviews with seven Ethiopian coffee firms, selected through
purposive sampling. They analyzed the data using thematic analysis. All seven firms use
geographical and cultural branding to differentiate their products. Weak geographical indication
protection and brand dilution limit the impact of this strategy. Firms add value through methods
like anaerobic fermentation, carbonic maceration, and roasting at origin. Tariff escalation and
foreign exchange rules block further downstream value addition. Global demand is shifting toward
knowledge-based, ethically sourced, and locally rooted products. This shift creates opportunities
for firms with strong traceability systems and supply chain governance. Firms face several
institutional barriers. These include weak regulation from the Ethiopian Coffee and Tea Authority,
forex retention rules, and uneven compliance demands under the EU Deforestation Regulation.
Together, these barriers limit firm competitiveness. Firms need to invest in supply chain
governance, through vertical integration or closer partnerships with suppliers. This study adds to
research on global value chains, agricultural export competitiveness, and institutional economics
in developing countries.
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Keywords
Consumer cosmopolitanism, Ethiopian coffee, export competitiveness, origin branding, global value chains, institutional barriers