Made in Albania for the world: A study of export strategies and market challenges

The internationalization of Albanian products, under the label "Made in Albania", presents a strategic opportunity for enhancing national economic growth, employment, and global recognition. This paper explores the findings from comprehensive surveys and four focus group discussions conducted with a total of 12 Albanian producers across key sectors such as agriculture, manufacturing, and artisanal goods. The primary aim was to assess current export practices, identify persistent barriers to internationalization, and understand producer perceptions regarding foreign markets. Data revealed that while a significant proportion of producers are active in exports, their strategies often lack formal market analysis and structured planning. Major challenges include difficulties in meeting international quality standards, high logistical costs, limited digital marketing capacities, and a weak international brand image. Producers demonstrated a strong interest in emerging regional markets and emphasized the growing demand for sustainable and culturally distinctive products. The research highlights the need for targeted policy interventions, capacity-building programs, and public-private partnerships to support export growth. Additionally, the study underscores the role of digitalization and strategic branding in enhancing Albania's competitiveness. Findings contribute to academic discourse on SME internationalization and provide practical recommendations for stakeholders seeking to elevate Albania's presence in global market.