EXPLORING THE IMPACT OF EXPORT MARKETING STRATEGY ON FIRM EXPORT PERFORMANCE

ABSTRACT As a result of the growing number of firms exploring international markets, research on firm export performance has become a significant area of study in many industries including the wood export industry. However, there exist critical contradictory research findings with respect to the factors that impact a firm's export performance. Consequently, the study examines the determinants of wood export performance. Data collected through survey questionnaires administered on wood export industry professionals in Ghana was analysed using SPSS. The study confirmed that export strategy affected wood export performance. Specifically, export marketing strategy affects the performances of firms. Managers need to create impressive capacities and skills to distinguish the speci?c boundaries they should overcome with a specific end goal to figure proper fare systems. Keywords Export strategy, export performance, wood industry