Failures of the Export Markets of the African Mango to Europe: Theoretical and Empirical Causes

The objectives of this study are to demonstrate the failures of African mango export markets, to analyze the causes and characteristics to study the impact on the behavior of importing and exporting agents and to propose solutions. The findings of the study showed that standardized firm contracts with shared costs and benefits are contracts of incentives for transparency and the reduction of fraud in transactions, while standardized firm contracts with unevenly distributed costs and benefits, are contracts of incentives for the inertia and darkening of the international market for African exporters. The choice of the type of contract by the exporter depends on his level of commitment to the risks as riscophilous, riscophobic or risk-neutral agent. The study recommended solutions.