Tayengwa Chitauro and Reinford Khumalo
This paper investigates factors that improve the performance of exporting firms in the food and beverages manufacturing subsectors in Zimbabwe. The research developed and tested four models on the mediating effects of the export marketing mix strategy (the 4Ps), on the association between commitment to export, experience on the international market, promotion of exports and firm export performance. A mixed sequential approach using qualitative and quantitative techniques has been used by the researchers in collecting data for the study. A Partial Least Squares Structural Equation Modelling (PLS-SEM), and content analysis were used to analyse quantitative and qualitative data respectively. The research has confirmed a positive relationship between the 4Ps, experience in international markets, commitment to exporting with export performance. Management’s commitment to export, place, product and attractiveness of foreign markets have emerged as strong precursors for improvement in exporting by firms. The validated conceptual model makes significant contribution to theory the literature for export performance. The outcomes of this research offer recommendations to exporting firms, especially, those operating in emerging economies. For Zimbabwean exporters, distribution channel, and product adaptation are significant in developing exports on a sustainable basis.