The Mediating Role of Marketing Strategy in the Effect of Antecedents on Export Performance of Leather and Textile Exporting Companies in Ethiopia

Dr. Getie Andualem Imiru

The Mediating Role of Marketing Strategy in the Effect of Antecedents on Export Performance of Leather and Textile Exporting Companies in Ethiopia

Dr. Getie Andualem Imiru * §

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§ Addis Ababa University-School of Commerce

The Mediating Role of Marketing Strategy in the Effect of Antecedents on Export Performance of Leather and Textile Exporting Companies in Ethiopia

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Abstract

This study examined the impact of specific firm characteristics, environmental characteristics and marketing mix strategy on export marketing performance. Data were gathered using a structured questionnaire from firms engaged in leather and leather related products, textile and garment exporting companies operating in Ethiopia. Although a total of 278 questionnaires were distributed to a sample of exporter from leather and textile sectors 253 questionnaires were returned at the end of the data collection process, which gave the response rate of 91 per cent. Correlation, regression and path analysis were used to analyse the data. Firm characteristics, Industry characteristics, Export market characteristics, and Product adaptation influence Export performance significantly at 95% confidence interval with a sig. level of 0.000, 0.000, 0.029, and 0.001 respectively. The variable firm characteristics significantly affect export performance and partially mediated by product adaption. When the mediator variable removed from the model its direct value dropped from 0.31 to 0.18 and the direct effect is still significant after mediator enters the model. Product characteristics, export market characteristics and industry characteristics significantly affect export market performance.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Dr. Getie Andualem Imiru. 2018. "The Mediating Role of Marketing Strategy in the Effect of Antecedents on Export Performance of Leather and Textile Exporting Companies in Ethiopia". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 18 (GJMBR Volume 18 Issue E2).

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GJMBR Volume 18 Issue E2

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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Classification

GJMBR-E Classification JEL Code: M31

Submission ReceivedDecember 9, 2017
Peer Review Double Blind
Handling Editor
Accepted January 3, 2018
Published January 15, 2018

Version of record

v1.2

Issue date

March 10, 2018

Language

English

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Total Score: 123

Country: Ethiopia

Subject: Global Journal of Management and Business Research

Authors: Dr. Getie Andualem Imiru (PhD/Dr. count: 1)

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