IDEAS home Printed from https://ideas.repec.org/a/ags/jlofdr/27180.html
   My bibliography  Save this article

Effectiveness Of Alternative Export Promotion Strategies For Branded Food Products

Author

Listed:
  • Brenes, Jose R.
  • Henderson, Dennis R.
  • Sheldon, Ian M.

Abstract

This study examines the impact on export sales of various promotional strategies for branded food products in foreign markets. It is an empirical analysis using data obtained from organizations that administer the High Value Export Incentive Program (HVEIP) for branded food products, part of USDA's Targeted Export Assistance (TEA) program and its successor, the Marketing Assistance Program (MAP). To respect the proprietary nature of the data, the identity of individual firms and brand names has been deleted and products have been combined into two groups: (1) consumer ready and (2) intermediate. Economic analysis reveals positive and statistically significant impacts of expenditures on television advertising and advertising in consumer-orientated print media on export sales of consumer ready products, the effect of the latter being somewhat larger. No other promotional strategy reveals a consistent and statistically significant relationship to exports. Channel-orientated strategies seldom showed positive results on export levels for consumer ready products, and consumer-orientated strategies bear no detectable relationship to export levels of intermediate products.

Suggested Citation

  • Brenes, Jose R. & Henderson, Dennis R. & Sheldon, Ian M., 1992. "Effectiveness Of Alternative Export Promotion Strategies For Branded Food Products," Journal of Food Distribution Research, Food Distribution Research Society, vol. 23(1), pages 1-16, February.
    • Handle: RePEc:ags:jlofdr:27180
    DOI: 10.22004/ag.econ.27180
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/27180/files/23010137.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.27180?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    International Relations/Trade;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:jlofdr:27180. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/fdrssea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.