Marketing Strategy as Driving Force of Export Performance Small and Medium Enterprises

Abstract

Kosovo’s private sector business is led by small and medium enterprises and shows acrucial role in the economic development and promoting the growth of this sector. Dueto the lack of studies in Kosova, related to marketing strategy and export performance,the research aims to explore growth determinants of SMEs in Kosovo by emphasizingexports, revealing the importance of marketing strategy related to the performance ofSMEs. Since exporting is becoming more important, it is necessary to understand allthe factors that are involved in this booming trade. This research analyses explore theliterature dealing with small and medium enterprises' performance to inspect thetraditional and modern academic standpoints on estimating the impact of exportperformance, based on secondary data of five hundred small and medium enterprises,as trade, manufacturing, and services sectors in Kosovo. The data were analysed usingboth descriptive statistics and inferential techniques, such as logistic regressionanalysis, and probit model using the SPSS software. Results show a significant linkageof marketing strategy and export performance; managers and policymakers can takesome action to improve export performance. On the other hand, the results measure theimpact of price, production, promotion and place in export performance incorporateexpected future performance. It is argued that enterprises in Kosovo must pay moreattention to strategies, and attempt to design and implement better strategies that willbe beneficial for developing international trade, especially exports, as one way oftrading by SMEs.