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The purpose of this paper is to empirically research marketing and financial export barriers by perceptions of agri-food firms from small developing country with preferential trade position in Europe. Using resource-based and contingency theories as framework, differences in barriers perceptions between exporters classified by five organizational factors were tested.

Secondary data collection for literature review, conceptualization and hypotheses setting, and primary data collection for hypotheses testing were employed. Survey’s variables and their measurement were derived from previous studies, so exploratory factor analysis was utilized to test dimensionality. A total of 224 agri-food exporters were surveyed and 86 usable responses were collected. The single export venture was used as unit of analysis. ANOVA and t test were utilized for hypotheses testing.

Results indicate that the biggest barriers are price competitiveness and insufficient government support. Larger firms and foreign-owned ones perceive researched export barriers as lower than smaller firms and domestic-owned ones.

The primary limitation of the paper is its one country scope, limiting generalizability. Despite this, research derives several implications especially for management and policy-makers.

This research confirmed propositions of resource-based and contingency theory in export barriers researching in a case of agri-food sector of small, developing economy with preferential position in European trade, but challenges treating export experience, intensity, and product type as firm’s valuable resources and internal contingencies.

The purpose of this paper is to provide empirical insight into types of marketing strategies and the implementation difficulties of agri-food exporters, with the purpose to get information about them related to firm size, export experience and capital ownership.

Focussing on Serbian agri-food exporters, this study employed quantitative design and descriptives-causal approach. An e-mail questionnaire is used to collect data, with aim to determine the influence of firm characteristics on marketing strategy selection and implementation. Descriptive statistics, difference between group tests, and correlation are used in data analysis.

Results indicate that large and foreign-owned firms opt for standardization of the product, distribution and promotion, while they prefer an adaptation strategy for price. These firms have fewer difficulties implementing selected strategies compared to small businesses and domestically owned firms. The impact of export experience is mixed and less influential.

The main research limitations relate to the one country case, but results offer several implications for researchers, management of agri-food exporters, policy makers and society.

This paper presents the original insight from agri-food exporters originated from one small, emerging economy for all marketing mix elements. Due Serbian case uniqueness it challenges previous findings and provide a “laboratory” for testing export marketing strategies. Research is easy for replication in the other countries and its results might be used for comparisons in further studies of agri-food exporters’ marketing strategies in other small, developing countries.