scholarly journals Export performance of Ghanaian firms in the agricultural, handicraft and manufacturing industries

2021 ◽  
Author(s):  
◽  
Gloria Sraha
Keyword(s):  
Export Performance ◽  
Foreign Market ◽  
Marketing Mix ◽  
International Experience ◽  
Manufacturing Industries ◽  
Resource Based View ◽  
Export Marketing ◽  
Marketing Mix Strategy ◽  
Sub Saharan ◽  
Performance Literature

<p>Studies involving the export performance of firms in emerging economies, particularly in Sub-Saharan African countries, are underrepresented in the existing literature which takes a typically developed country perspective. The objective of this study is to investigate how the interplay between certain internal resources and capabilities and their interaction with the external environment contribute to export performance of internationalising firms in the agricultural, handicraft and manufacturing industries in Ghana. The study contributes specifically to the export performance literature that has featured in international business, international entrepreneurship and international marketing.  This research employed the resource-based view as the underpinning theory to examine the internal and external characteristics of the firm to identify what determines export success for firms in these industries. The study applied a mixed method approach using quantitative and qualitative techniques. The data for this study consists of 116 questionnaire survey and 18 semi-structured interviews conducted with key informants in the three industries in Ghana. Quantitative data analysis applied PLS-SEM and content analysis was undertaken to develop interview themes for the qualitative study. The study found that product and place (distribution) were the most adapted export marketing mix strategies (out of the 4Ps that are a fundamental aspect of the marketing literature) for the firms, with promotion and price highlighted as the least adapted strategies. The relationship between international experience, export commitment, export marketing mix strategy (4Ps), and export performance were supported across the models. Export commitment, place, product and foreign market attractiveness emerged as strong antecedents of export performance in the study.  Drawing from resource based view of the firm, the study makes three key contribution to the export performance literature. First, it explains how exports market mix strategy transforms the impact of international experience, export commitment and export promotion programs on export performance. Secondly, it establishes moderating effects of foreign market attractiveness on the association between export marketing mix strategy and export performance. Lastly, the study provides enhanced understanding of key determinants of export performance for exporting firms in Ghana. This research responds to the call for advancing theory in Africa. The study further provides recommendations for public policy makers and managers to improve their export development programmes in Ghana and Sub-Saharan Africa.</p>

scholarly journals Export performance of Ghanaian firms in the agricultural, handicraft and manufacturing industries

2021 ◽  
Author(s):  
◽  
Gloria Sraha
Keyword(s):  
Export Performance ◽  
Foreign Market ◽  
Marketing Mix ◽  
International Experience ◽  
Manufacturing Industries ◽  
Resource Based View ◽  
Export Marketing ◽  
Marketing Mix Strategy ◽  
Sub Saharan ◽  
Performance Literature

<p>Studies involving the export performance of firms in emerging economies, particularly in Sub-Saharan African countries, are underrepresented in the existing literature which takes a typically developed country perspective. The objective of this study is to investigate how the interplay between certain internal resources and capabilities and their interaction with the external environment contribute to export performance of internationalising firms in the agricultural, handicraft and manufacturing industries in Ghana. The study contributes specifically to the export performance literature that has featured in international business, international entrepreneurship and international marketing.  This research employed the resource-based view as the underpinning theory to examine the internal and external characteristics of the firm to identify what determines export success for firms in these industries. The study applied a mixed method approach using quantitative and qualitative techniques. The data for this study consists of 116 questionnaire survey and 18 semi-structured interviews conducted with key informants in the three industries in Ghana. Quantitative data analysis applied PLS-SEM and content analysis was undertaken to develop interview themes for the qualitative study. The study found that product and place (distribution) were the most adapted export marketing mix strategies (out of the 4Ps that are a fundamental aspect of the marketing literature) for the firms, with promotion and price highlighted as the least adapted strategies. The relationship between international experience, export commitment, export marketing mix strategy (4Ps), and export performance were supported across the models. Export commitment, place, product and foreign market attractiveness emerged as strong antecedents of export performance in the study.  Drawing from resource based view of the firm, the study makes three key contribution to the export performance literature. First, it explains how exports market mix strategy transforms the impact of international experience, export commitment and export promotion programs on export performance. Secondly, it establishes moderating effects of foreign market attractiveness on the association between export marketing mix strategy and export performance. Lastly, the study provides enhanced understanding of key determinants of export performance for exporting firms in Ghana. This research responds to the call for advancing theory in Africa. The study further provides recommendations for public policy makers and managers to improve their export development programmes in Ghana and Sub-Saharan Africa.</p>

scholarly journals The influence of relational capability and marketing capabilities on the export performance of emerging market firms

2017 ◽  
Vol 34 (5) ◽  
pp. 606-628 ◽  
Author(s):  
Thi Song Hanh Pham ◽  
Lien Le Monkhouse ◽  
Bradley R. Barnes
Keyword(s):  
Emerging Market ◽  
Export Performance ◽  
Price Setting ◽  
Marketing Capabilities ◽  
Resource Based View ◽  
Content Type ◽  
Exporting Firms ◽  
Market Intelligence ◽  
Export Marketing ◽  
Marketing Intelligence

Purpose Drawing on the resource-based view, the purpose of this paper is to focus on the influence of relational capability and marketing capabilities on export performance. The study also examines the interaction effects of relational capability on the marketing capabilities – export performance relationships. Design/methodology/approach A stratified random sample of 1,047 exporting firms was approached. Survey data were collected from 333 Vietnamese exporting firms and analysed using hierarchical moderated regression. Findings The results reveal that a firm’s relational capability not only strengthens the efficiency of the export pricing capability – performance, marketing intelligence capability – performance, and marketing communication capability – performance relationships, but is also the strongest predictor of export performance amongst those capabilities identified. Whilst engagement in market intelligence, product development, price setting and promotional activities have a positive payoff, the findings confirm that there is less need for exporters to engage in after-sales service and distribution capabilities. Originality/value The study introduces the notion of relational capability alongside export marketing capabilities as predictors of export performance. The authors also examine the moderating influence of relational capability on the link between export marketing capabilities and export performance. By focusing on Vietnam, the study provides fresh insights surrounding the development pathway for firms in emerging markets.

International experience, commitment, distribution adaptation and performance: a study of Ghanaian firms in B2B export markets

2020 ◽  
Vol 35 (11) ◽  
pp. 1715-1738 ◽  
Author(s):  
Gloria Sraha ◽  
Revti Raman Sharma ◽  
Dave Crick ◽  
James M. Crick
Keyword(s):  
Export Performance ◽  
International Experience ◽  
Decision Makers ◽  
Mediation Effect ◽  
Resource Base ◽  
Export Markets ◽  
Content Type ◽  
Sub Saharan ◽  
And Performance

Purpose This study aims to contribute to the existing understanding of export practices in sub-Saharan African firms with a contextual focus on Ghanaian exporters operating in business-to-business (B2B) markets. Underpinned by resource-based theory and its association with the relational view, it examines how the interplay between various decision makers’ international experience, export commitment and distribution adaptation decisions influence firms’ performance. Design/methodology/approach The study uses a mixed methods approach, using survey data from 116 internationalising Ghanaian businesses across three sectors, supplemented with qualitative insights from 18 follow-up interviews. Findings The study establishes a full mediation effect of export commitment on the association between international experience and export performance; also, the moderating effect of distribution adaptation on export commitment – performance relationships. Unique insights are provided into the perceived role of trustworthy, intermediaries as “stakeholders” that add to a respective firm’s resource base; that is, in building capabilities in overseas markets and informing evolving business model decisions to overcome potential export barriers. Originality/value The insights from sub-Saharan African firms provide contextual value given the relatively under-represented existing research from the region. Original insights highlight ways in which decision makers build capabilities and that they do not always follow a forward moving internationalisation process, so use different measures of performance regarding B2B product-market ventures over time.

Do small- and medium-sized manufacturers’ production-related resources influence their export marketing control modes and export performance?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hsianglin Cheng
Keyword(s):  
Design Methodology ◽  
Export Performance ◽  
Multiple Source ◽  
Resource Based View ◽  
Content Type ◽  
B2b Marketing ◽  
Marketing Literature ◽  
Export Marketing ◽  
Central Argument ◽  
Internal Fit

Purpose First, this paper aims to argue that small- and medium-sized manufacturers’ (SMMs’) production-exploitation can generally and primary influence their choices of export marketing control modes (EMCMs). Building on this central argument, two other supportive production-related resources: “production-exploration” and “relationships with home suppliers” are argued that could moderate this proposed effect. Three EMCMs including independent, hybrid and integrated modes, are discussed. Second, this study also proposes that SMMs with an internal fit between their three-key production-related resources and their choices of EMCMs will outperform their counterparts that do not have such internal fit. Design/methodology/approach This study designed a multiple-source survey to collect data from 158 Taiwanese SMMs that are highly dependent on export sales. Findings The results support the argument and the study connects the resource-based view (RBV) to the B2B marketing literature to better understand the EMCMs of SMMs. Originality/value Drawing on the RBV, this study examines how the three-key production-related resources can influence SMMs’ choices of EMCMs of branding and channels, respectively.

Export promotion programmes and the export performance of Ghanaian firms

2018 ◽  
Vol 35 (4) ◽  
pp. 661-682 ◽  
Author(s):  
Revti Raman Sharma ◽  
Gloria Sraha ◽  
Dave Crick
Keyword(s):  
Export Performance ◽  
Foreign Market ◽  
Export Promotion ◽  
Foreign Markets ◽  
Mediation Effects ◽  
Content Type ◽  
Exporting Firms ◽  
Mediating Role ◽  
Sub Saharan ◽  
Indirect Relationship

Purpose The purpose of this paper is to examine the mediating role of foreign market attractiveness on the association between export promotion programmes (EPPs) and export performance in the context of Ghanaian firms. In addition to understanding how EPPs help enhance the attractiveness of the foreign markets and thus export performance, the study contributes to the under-developed export performance literature regarding Sub-Saharan African (SSA) firms. Design/methodology/approach A mixed method approach is utilised. In the first instance quantitative analysis is undertaken on 116 Ghanaian firms via data collected using the drop and pick method. Qualitative data involving interviews with 18 managers of exporting firms are then reported upon. Findings The study finds full mediation effects for foreign market attractiveness. This suggests that EPPs can enhance export performance via the intervening variable of foreign market attractiveness. Specifically, EPPs should be considered as a resource in managers’ ability to develop capabilities in exporting, but need to be considered in the context of other intervening factors such as perceived foreign market attractiveness. Originality/value The literature regarding EPPs and export performance mostly overlook any link between EPPs and other determinants of export performance towards establishing an indirect relationship between the constructs. The study fills this important gap; in particular, in respect of SSA firms and specifically in the context of Ghana.

Public Policy Makers

2015 ◽  
pp. 199-212
Author(s):  
Gloria Sraha
Keyword(s):  
International Business ◽  
Export Performance ◽  
Foreign Market ◽  
International Markets ◽  
Export Promotion ◽  
Primary Objective ◽  
Sub Saharan Africa ◽  
Policy Makers ◽  
Sub Saharan ◽  
National Borders

Many governments use export promotion programmes as a tool to support firms transacting business outside their national borders. Export promotion programmes have the primary objective of getting firms acquitted with foreign market environments in competitive global markets. International markets are more developed and indifferent to national borders, making EPPs an important strategy for export growth in Africa. This chapter explores different export promotion programmes offered in sub-Saharan Africa and contribute to literature on international business. The increasing amalgamation of international markets and high global competition necessitates the adoption of EPPs as an imperative strategy in planning international business. This chapter enriches our understanding of EPPs and how public policymakers have expanded export capacity development programmes to impact knowledge in sub-Saharan Africa. The chapter underscores specific EPPs for utilization to improve export performance of firms in foreign markets and provides practical implications for exporters and public policymakers in Africa.

Public Policy Makers

2015 ◽  
pp. 752-765
Author(s):  
Gloria Sraha
Keyword(s):  
International Business ◽  
Export Performance ◽  
Foreign Market ◽  
International Markets ◽  
Export Promotion ◽  
Primary Objective ◽  
Sub Saharan Africa ◽  
Policy Makers ◽  
Sub Saharan ◽  
National Borders

Many governments use export promotion programmes as a tool to support firms transacting business outside their national borders. Export promotion programmes have the primary objective of getting firms acquitted with foreign market environments in competitive global markets. International markets are more developed and indifferent to national borders, making EPPs an important strategy for export growth in Africa. This chapter explores different export promotion programmes offered in sub-Saharan Africa and contribute to literature on international business. The increasing amalgamation of international markets and high global competition necessitates the adoption of EPPs as an imperative strategy in planning international business. This chapter enriches our understanding of EPPs and how public policymakers have expanded export capacity development programmes to impact knowledge in sub-Saharan Africa. The chapter underscores specific EPPs for utilization to improve export performance of firms in foreign markets and provides practical implications for exporters and public policymakers in Africa.

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