A Conceptual Framework and Research Methodology for Analyzing Ethiopia's Export Performance Determinants

This study developed and empirically tested a Resource-Based View (RBV) and Contingency Theory model to investigate the determinants of export performance among Ethiopian manufacturing firms (textile, garment, leather). It posited that export marketing mix strategy acts as a crucial mediator linking internal (managerial, firm-specific) and external (competitive, mar-ket) factors to overall export success. Employing a sequential mixed-methods design (QUANT → QUAL), the research ana-lyzed data from a large sample of 389 exporting firms. Quantitative analysis utilized Structural Equation Modeling (SEM), alongside specialised econometric techniques—including the Tobit model (for export intensity) and the Probit model (for di-chotomous outcomes)—to ensure appropriate dependent variable handling. Findings confirmed the significant, mediating role of strategic marketing choices in translating resources and environmental pressures into performance. The results offer valua-ble, actionable insights for managers optimizing resource allocation and policymakers seeking to enhance national export development programs, providing a robust, context-specific framework for emerging economies.