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Redefining Trade Promotion

The Need for a Strategic Response

image of Redefining Trade Promotion

This publication assesses what a national export strategy should encompass with regard to the dynamics of the current international market environment. It looks at the process of strategy development and management, reviewing basic questions of leadership and ownership. The publication also defines the types of institutional linkages and functional relationships required for effective formulation and implementation of broad-based strategies, techniques and issues related to utility and impact assessment of national export strategies. In addition, the implications of electronic commerce, increasing dominance of multinationals, and global outsourcing for national export strategies are also discussed.

English Spanish, French

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National case studies

In preparation for the 1999 Executive Forum on National Export Strategies, ITC worked with a number of consultants to document the approach to national export strategy design and management taken by six countries that experienced comparatively strong export growth during the 1990s. The objective was to identify areas of commonality in these separate national approaches which could, in turn, provide strategy-makers in other countries with useful benchmarks.

English French, Spanish

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