Implications of the Marketing Strategy for Exporting MSEs from Developing Economies

Purpose: This paper reviews the export literature and identifies the marketing challenges faced by exporting MSEs from developing economies. The paper further explores ways in which MSEs can adjust their marketing strategies to circumvent the challenges faced. Design/methodology/approach: It reviews both theoretical and empirical perspectives in export performance globally and with a special focus on studies done in developing economies. The literature synthesis is done in order to develop a conceptual model which will be used as guidance in future research. Findings: Previous studies have shown several types of marketing challenges which are faced by MSEs from developing economies. These are grouped based on four marketing strategies which are product, pricing, distribution and promotion. The paper also found the literature on competence and networking to be very important in improving export performance of MSEs. Based on the literature reviewed, we are able to offer a conceptual framework that integrates the different perspectives of marketing strategies moderated by competence and networks strategies. Research limitations/implications: The paper is based mainly on review of literature of which most if it comes from the developed world. There are still limited empirical investigations which have been done in the developing world. The paper also lack empirical aspect which would have brought more insights on the export marketing challenges. Practical implications: The paper presents the model which can be used in future empirical investigations. Ideas and results indicated in the paper can guide MSEs who wish to export and or to expand their international operations. Originality/value – This is an attempt to put together literature from various sources into one and see how each aspect can contribute in improving export performance.