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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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Strategic linkages

It does not necessarily follow that export performance will improve just because a national strategy has been designed. A structure – encompassing both institutions and institutional linkages – is required for successful leadership and concerted action. In short, structure should follow strategy.

English Spanish, French

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