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Trade Promotion Strategies by Claude Cellich

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Chapter 3

Setting Up the Process of Trade Promotion Strategy

Export Development and Export Promotion

As the performance of several countries with high export performance confirms, effective strategies are based on a continuous process involving design, implementation, monitoring and evaluation, feedback, and refinement. Yet national strategy planners must be involved in all phases of the strategic cycle. Indeed, all members of the national strategy management team—both public and private—must participate in one way or another throughout the cycle.

One of the lessons learned by successful exporting countries is that while the public sector is the catalyst in the strategy development and management process, to be effective, the strategy must ...

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