Trade promotion strategies best practices /
Michel Borgeon and Claude Cellich.
- 1st ed.
- 1 electronic text (xii, 210 pages) : digital file.
- International business collection, 1948-2760 .
- International business collection. .
List of abbreviations -- Preface -- Introduction -- Part I. Trade promotion principles and review of key strategic functions -- 1. Why develop trade promotion strategies, and who is concerned? -- 2. Defining trade promotion and strategic goals -- 3. Setting up the process of trade promotion strategy: export development and export promotion -- 4. Competitiveness issues are defined at the national level -- 5. The competitiveness scheme in the context of trade promotion strategies -- 6. Key components for successful promotion activities -- 7. Trade promotion and budget allocation -- 8. The exporter profile: making exporting a core business -- 9. Trade representation abroad: a key component of trade promotion strategy -- 10. Evaluation practices -- Conclusion. The future of trade promotion -- Part II. Best practices: tools, functional cases, and sectoral cases -- Case 1. Identifying and finding markets for trade promotion: websites and trade statistics/market analysis tools -- Case 2. Market analysis tools in the context of Mexican foreign trade -- Case 3. Functional analysis: the United Kingdom Trade and Investment Board (UKTI) and client satisfaction -- Case 4. Fair trade: reversing the trends through trademarks, labeling, and alternative channels -- Part III. National trade promotion cases -- Case 5. Australia: the Australian trade promotion environment -- Case 6. Canada: an integrated and decentralized range of trade promotion services and tools -- Case 7. Mauritius: a success story -- Case 8. Taiwan: integrating a multipurpose infrastructure and focusing on trading services -- Case 9. United States: trade promotion policy -- Appendix. International trade organizations and national trade promotion organizations on the web -- Notes -- References -- Index.
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Globalization has revolutionized how trade is conducted. New opportunities have been created, coupled with higher risks and increased competition. Firms involved in international trade have had to adapt to a rapidly changing global environment to remain competitive. To assist export-oriented enterprises, particularly small and medium ones, national trade promotion organizations have developed innovative strategies and incentives. Strategic considerations in trade promotion are examined in part I, while the national trade promotion initiatives considered most effective have been selected and presented as cases in parts II and III. Throughout the book, readers are provided with the best available practices and explanations of how a select group of trade promotion organizations have become relevant partners to their export-oriented enterprises.
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