Globalization forces companies to internationalize their operation in the\nglobal market. Exporting plays a vital role in economic development of a nation\nas well as for the development of the particular exporting company. Although,\nthe benefits derived from exporting in an increasingly globalized\nmarketplace are enormous, but for many companies, exporting is constrained\nby numerous challenges. The purpose of the study was to assess export marketing\nchallenges of Ethiopian vegetable and fruit commercial growers. The\nstudy investigated 20 Ethiopian vegetable and fruit commercial growers and 8\nstakeholders with questionnaires and interviews. The research utilized a\nmixed research design and analysis techniques specifically concurrent embedded\napproach. It is found out that the Ethiopian vegetable and fruit commercial\ngrowers export volume and sales lacks consistency and constrained by\ndifferent challenges. Of the major challenges which were classified as internal\nbarriers and external barriers, macro environmental barriers highly affected\nthe growers. Local investors were highly affected by both the internal and external\nproblems whereas foreign and joint ventures are affected in some extent\nwith those problems. Less experienced growers were highly affected by the\nexport problems than those who are more experienced. Management commitment\nproblem; technological advancement problem; financial; lack of accessible\ntransport system; low awareness of stakeholders; seasonality of Ethiopian\nsupply; shortage of cargo; shortage of infrastructure; government bureaucracy;\nlack of potential markets; and shortage of inputs were identified as\nproblems for the vegetable and fruit export. Therefore, to minimize these\nproblems creating enabling policy environment; fair and competitive air\nfreight cost; the growers to incorporate challenges in their export marketing\nstrategy; the government to explore new markets, provide technical supports and long-term loans to growers; to create new competitive input suppliers;\nintegration of stakeholders of the sector; and to recruit skilled manpower are\nforwarded as recommendations.
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