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Trade Promotion Strategies by Claude Cellich

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Chapter 6

Key Components for Successful Promotion Activities

The most successful trade promotion organizations (TPOs) are those that have institutionally distanced themselves from the political influence of government. Trade promotion requires a long-term strategy built on the experience of both private sector and public sector and the ability to respond quickly to market changes. This is the opposite of the short-term, noncommercial strategies usually adopted by many governments. Furthermore, in countries where political change can be significant, consistency can be achieved only by separating trade promotion from political influence. Australia and Costa Rica have both established political independence for their TPOs by structuring them as ...

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