Export Marketing Strategy and Internationalisation of Nigerian Agro-Export Firms: A Focus on Sesame Producers in Borno State

This study investigates the export marketing strategies adopted by Nigerian agro-export firms, with specific reference to sesame (beniseed) producers and exporters in Borno State, North East Nigeria. Nigeria is one of the world's leading sesame producers, yet the sector's internationalisation potential remains constrained by fragmented export marketing approaches, limited knowledge of foreign market requirements, and inadequate value chain coordination. The research employs a descriptive survey design supplemented by key informant interviews, collecting data from 80 sesame producers, exporters, and cooperative leaders in Borno State. Questionnaire data are analysed descriptively, while interview transcripts are coded thematically. The study evaluates export marketing strategy dimensions including product standardisation versus adaptation, target market selection, pricing for export, and international distribution partnerships, assessing their relationship with export revenue performance. Preliminary findings suggest that firms engaging in direct export relationships with international buyers and meeting international quality certification requirements achieve superior export revenue compared to those relying exclusively on domestic commodity aggregators. Recommendations are directed at agro-export firms, the Nigerian Export Promotion Council (NEPC), and Borno State government on designing export marketing capacity building programmes that strengthen the international competitiveness of Nigeria's sesame sector. Keywords: export marketing, internationalisation, agro-export, sesame, Borno State