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Article
Publication date: 29 May 2018

Revti Raman Sharma, Gloria Sraha and Dave Crick

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…

1045

Abstract

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.

Details

International Marketing Review, vol. 35 no. 4
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 29 April 2020

Gloria Sraha, Revti Raman Sharma, Dave Crick and James M. Crick

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…

1020

Abstract

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.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 11
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 9 March 2015

Gloria Sraha

Although there is great deal of research on export assistance programmes in developed countries, studies on developing countries in Africa has received scant attention in the…

896

Abstract

Purpose

Although there is great deal of research on export assistance programmes in developed countries, studies on developing countries in Africa has received scant attention in the literature. Lack of detailed information in many developing African countries makes it difficult to assess the effect of export promotion programmes (EPPs) on the firm’s export performance in foreign markets. The purpose of this paper is to explore entrepreneurial development in the value-added export sector of Ghana and screen EPPs provided by public policy makers to examine the impact of these programmes on export performance of Ghanaian firms in foreign markets.

Design/methodology/approach

A conceptual/exploratory paper is developed with discussion.

Findings

The paper suggests that the ability of exporters to enhance their performance is driven by the usage of outside market access, export development/training and information related export assistance programmes offered by public policy makers. Utilisation of EPPs builds experiential knowledge which serves as a source of competitive advantage for exporters to implement effective marketing mix strategies to enhance performance.

Practical implications

The study underscores the specific EPPs export managers can utilise to enhance performance and improve their international marketing strategy in foreign markets. Public policy makers need to work together with exporters to incorporate and develop programmes to suit the idiosyncrasies of foreign markets and boost the growth of value-added exports.

Originality/value

The study explores past literature to screen and evaluate the effect of EPPs and entrepreneurial development to boost export growth in Ghana – Sub-Sahara Africa.

Details

African Journal of Economic and Management Studies, vol. 6 no. 1
Type: Research Article
ISSN: 2040-0705

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