Essential oils value chain in Tunisian forests: Conflicts between inclusiveness and marketing performance

Abstract

A Tunisian domestic market is emerging due to the opportunities created by the high value international markets for various essential oils (EO). However, many constraints have limited Tunisian exports, largely related to the weakness of the value chain and supply. The main objective of this study is to present the relationship between marketing mix strategies and the export marketing performance of exporting firms for different types of firms. Specifically, we pay attention to the importance of specific firm characteristics in determining the export marketing performance of essential oils firms. There is a growing interest in trading EO worldwide given their various uses. Tunisia is endowed with vast resources of aromatic plants, particularly rosemary and myrtle in forest areas. Apart from the traditional ways of using these plants, many are exported as EO to industrialized countries. In fact, EO export represented 1% of Tunisian exports in 2014. Based on the global market demand, this study addresses the constraints and opportunities for market expansion, which were supported through interviews with Tunisian EO exporters and processors. Recommendations have been elaborated to improve the EO industry in order to compete in the international market with new marketing strategies and opportunities. Keywords: