The effectiveness of government policies for export promotion on the export performance of SME Cocoa exporters in Cameroon

Njinyah, SZ (2018) The effectiveness of government policies for export promotion on the export performance of SME Cocoa exporters in Cameroon. International Marketing Review, 35 (1). pp. 164-185. ISSN 0265-1335

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Abstract

Purpose This research examines the significance of the direct and indirect effects (through country and firm’s specific advantages) of government policies for export promotion (GPEP) on the export performance of SME Cocoa exporters in Cameroon. Design/methodology/approach To test the proposed model, was data obtained through self-administered questionnaires using snowball sampling technique to 101 SME Cocoa exporters. This was analysed using structural equation modelling techniques to examine both the direct and indirect effects of GPEP on the export performance of SME Cocoa exporters in the South and Centre Regions of Cameroon. Findings The findings suggest that GPEP had both direct and indirect effects on the export performance of SME Cocoa exporters. Direct effect was on the usage of GPEP which reduces operating cost and increase performance. The indirect effects were through the provision of country and firms specific advantages. However, the only significant path was through the provision of export marketing information. Research limitations/implications The research is limited to one country, one sector, and two regions and does not take into consideration other factors that may influence the effect of GPEP, country, and firms specific advantages on export performance. Moreover, the non-significant paths should be interpreted with caution and further testing required in a different context. Practical implications Empirical findings are relevant for the government and SME Cocoa exporters. It informs the government about the effectiveness of GPEP and the need to disseminate marketing information using every possible medium best understood by the SMEs. It suggests an opportunity for engagement of both SMEs and government authorities in accessing the outcome of GPEP which will increase transparency, awareness, usage and export performance. Originality/value The research has successfully developed and tested a model for analysing the direct and indirect effects of GPEP on export performance based on the RBV and SEM in a context where there is a call for more empirical and theoretical work on export performance due to limited studies. The framework reveals positive effects of GPEP, country, and firms’ specific advantages as determinants of export performance.