Promotion Strategies for Mitigating the Impact of COVID-19 on Kenya’s Exports

Peter Mwencha and Christine Sitawa ()
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Peter Mwencha: American International University
Christine Sitawa: Kenya Exports Promotions and Branding Agency (KEPROBA)

A chapter in Africa and the Formation of the New System of International Relations—Vol. II, 2023, pp 85-100 from Springer

Abstract: Abstract As the unprecedented global health crisis unfolded internationally, governments responded by putting in place measures that imposed new restrictions or other barriers to trade. These measures have had an adverse effect on trade, with World Trade Organization (WTO) urging members to expedite the removal of the trade restrictions put in place in response to the COVID-19 pandemic. Against this backdrop, various countries have developed recovery strategies aimed at mitigating the pandemic’s impact on trade. In the case of Kenya, the country has employed a robust export promotion strategy that is focused on lessening the impact of COVID-19 on its exports. This short-term strategy provides various responses to the challenges, disruptions and uncertainty occasioned by the pandemic. According to the Kenya Exports Promotions and Branding Agency (KEPROBA), the promotion measures that have been implemented to mitigate the adverse effect of COVID-19 on exports include: (i) Leveraging digital connectivity by identifying relevant tools to be used for exhibiting Kenyan products in the key markets for post-COVID-19 trade promotion; (ii) Undertaking publicity to boost country presence to the World; (iii) Engaging the Kenyan Missions on the impacts of COVID-19 on Kenyan products in the key markets to facilitate strategic responses, and (iv) Undertaking research to identify untapped opportunities in regional as well global markets amongst other measures. It is believed that these measures have had a positive impact on the volume of exports as some key sectors have already shown a quick recovery after an initial dip. However, export promotion is only one of the many factors that contribute to enhanced export performance and growth. Understandably, these programs alone are unlikely to produce substantial changes in Kenya’s export performance in the long-term post-COVID-19. Therefore, for a sustained recovery strategy that boosts exports and enhances economic resilience, broader industrial policy measures such as increased diversification of exports and markets, coupled with increased value addition and deepening of regional trade integration are critical.

Keywords: Africa; COVID-19; Export promotion; Export performance; Kenya; KEPROBA; Trade resilience (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/978-3-031-34041-3_6

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