Enhancing Export Performance through Developing Export Champion Products: A Lesson for Tanzania
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College of Business Education
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As many countries including Tanzania strive making export a primacy, competition in the global market is becoming severe hence necessitating countries to develop strategies to survive under such fierce trade war. One of the approaches to securing export competitiveness is country branding by developing export champion products. This paper explores how champion products are developed and their possible impacts. Guided by the discrete choice theory of product differentiation, the paper discusses successful champion products from a few selected countries. The study reveals that an export champion product must satisfy the following conditions:(i) it is a premium good (ii) it is unique to a particular country and difficult for other countries to copy (iii) it must be rooted in the culture and life of a particular country.