Assessing Export Performance in the Greek Food and Beverage Industry: An Intergrated Structural Equation Model Approach.

Purpose – The purpose of this paper is to develop and estimate an integrated empirical model of export performance. The paper aims to adopt an eclectic approach, which synthesises the literature to identify key determinants and then applies the model to Greek food and beverage exporters. Design/methodology/approach – This paper identifies the determinants of export performance from a literature review. An integrated structural equation model is then developed to estimate the directions and magnitudes of their interdependencies. Findings – Results show that the determinants of export performance are the export marketing mix, entrepreneurial orientation, trade barriers and export problems. In turn, the export marketing mix is indirectly determined by export market attractiveness, export competencies, and management. Practical implications – The multidimensional approach of this paper provides for a more integrated understanding of export performance than many of the partial studies found in the literature hitherto. Originality/value – The paper identifies generic factors that are important for successful export marketing. These are incorporated into a structural equation model, which estimates their impacts and interdependencies on export performance simultaneously. The findings can aid Greek food and beverage exporters to formulate effective export marketing strategies