Marketing Strategies and Export Performance of Fresh Produce Firms in Kenya
Marketing Strategies and Export Performance of Fresh Produce Firms in Kenya

Summary/Abstract: The study objective was to examine the role of marketing strategies on export performance offresh produce fi rms in Kenya. A major stream of research has considered marketing strategyand performance within the context of a domestic economy. A census survey was carried outamong all the 100 fresh produce fi rms that were ordinary members of the Fresh Produce ExportAssociation of Kenya (FPEAK) as at 31st June 2019. The study utilized a positivist approach.Primary data were collected using a structured questionnaire. A descriptive cross-sectional studydesign was adopted.The results of regression analysis revealed that the relationship between marketing strategiesand export performance was positive and statistically signifi cant. To policy makers, the studyrecommends regional and bilateral trade agreements that seek to increase the market share forfresh produce fi rms. To management practice, the study provides guidelines on how to designand implement sustainable but competitive marketing strategies for the export market. For futureresearch direction, the study recommends additional moderating/mediating variables that mayinfl uence export performance.

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