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Trade Promotion Strategies by Claude Cellich

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Chapter 7

Trade Promotion and Budget Allocation

Almost all trade promotion programs follow a similar path of assistance to the concerned exporter. It begins with assessing a company’s readiness for export and proceeds through several phases, with the aim to conclude the firm’s first export sales in the selected target market(s).

Considering the support provided by the trade promotion organization (TPO) throughout the process, this can be viewed as a large investment for the institution and company concerned, both from the human and financial resources viewpoint. Training and consulting are part of the continuous process of accompanying the company throughout the process. It may take months or years, depending on its export readiness. Planning ...

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