African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 158

Article in Press


Adugna Tuji Arfassa

  •  Received: 23 September 2019
  •  Accepted: 17 January 2020
Despite the great quantity of studies on determinants of export performance in Ethiopia, however, little is known about the relationship between Firm Characteristics, management attitudes and export marketing strategies verses export performance. Thus, the aim of this research study is to determine the relationship between export marketing strategies on export performances based on the selected exporting firms in Ethiopia. The study was conducted using Quantitative correlational research methods to investigate the correlation between the variables and a sample of 240 firms were taken from the population of active exporting firms who are operating in Ethiopia as a sampling frame. Pre-tested questionnaires were used to collect primary data and analyzed using Statistical Package for Social Scientist SPSS. The study revealed that firm characteristics, management attitudes and export marketing strategies are vital determinants on the mixed export items which are positioned in the top five categories by their level of transaction. Management of exporting firms in Ethiopia should give due attention to properly deal with the strategies related to firm characteristics, management attitude and export performance.

Keywords: Export marketing strategy, firm characteristics, management attitude and export performance in Ethiopia