Marketing Barriers and Export Performance: A Strategy Categorization Approach in the Vietnamese Seafood Industry

Abstract

This study tests the combined effect of five marketing barriers (product, price, distribution, logistics, and promotion) on the export performance of Vietnamese seafood companies. Representative cross-sectional data on business managers of seafood companies in the Mekong Delta, Vietnam, are used to validate construct measures and test hypotheses. The results indicate that, except for the promotion barrier, the barriers of product, price, distribution, and logistics have a significant negative impact on export performance. Based on the relative importance of the different marketing barriers, seafood firms should firstly focus on quality improvements in order to improve their export performance.

Keywords: Marketing barriers, Export performance, Seafood industry, Vietnam