The Effect of National Export Promotion Programs on Export Performance with the Mediating Role of Marketing Planning Capability: An Empirical Study on Exporting Companies in Algeria

Abstract

The objective of this study is to analyze the effect of national export-promotion programs (NEPPs) on the export performance (EXP). This study used the resource-based view (RBV) and the Institutional-based view (IBV) theory to provide a holistic understanding of the issue. we developed model include the NEPPs as an independent variable, EXP as dependent variable, and the Marketing planning capabilities (MPC) as an intermediary variable. the study tests the direct and the indirect effect for the model variables Using a partial least-squares equation model (PLS SEM) method to analyze 47 samples collected from 2022 randomly by accessing Algerian's export managers in the Algerian's food industry companies. The results confirm and show the significant direct and indirect effects of Financial aid–related national export promotion program on the export performance, and the indirect effect of Information-related national export promotion program on the export performance through the Marketing planning capabilities.

Keywords

• National export promotion program
• Export performance
• Marketing planning capability
• Resource based view
• Institutional-based view