A Strategy Model for Export Marketing

A Strategy Model for Export Marketing Nikhilesh Dholakia and Rakesh Khurana In this article, a method is developed for choosing an appropriate product-market strategy, given the relative endowments of the exporter and the accomplishable target countries. It is argued that in selecting product-markets for exports, competitive payoff as come up as export potential be important. Furthermore, competitive advantage should be computed on the basis of marketing and technological factors in addition to traditional factors. The method for evaluating product-markets is illustrated by means of a simulation using hypothetical data. Considerations in addition to relative advantage and export potential such as barriers to debut and social and political compatibility are also discussed. Guidelines for implementing the proposed model are provided. Nikhilesh Dholakia and Rakesh Khurana are assistant professors in the Marketing area at the Indian Institute of Management, Ahmedabad. The development of exports, especially of nont radi t ional goods, is a major component of the economic policies of many Third land countries, including India. Successful export programmes have to be based on sound productmarket strategies.

In this article, we develop a system by which an exporter from an underdeveloped field, facing a highly competitive existence market, can screen products and markets. Before delving into the conceptual basis and the particularised structure of the model the relationship between export policy and economic development needs to be understood. While exports coin a critical transient importance in an rescue starved of foreign exchange, it is not necessar i ly t bewail that a growth pol icy based heavily on exports will meet the longterm political and economic objectives of to the highest degree Thi rd Wor ld count r ies. As Amin points out : It is more to the [underdeveloped] countrys interest to develop those branches of... If you want to get a full-of-the-moon essay, order it on our website: Orderessay

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