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This paper brings together two significant export management issues: international trade fairs and export promotion. Trade fairs play a market development and expansion role while export support is aimed at building foreign market capability. This study examines companies at international trade fairs exhibiting on government stands and their own, independent stands. Discriminant analysis shows that the two groups of exhibitors differ in company strategy and trade fair performance. As well, staff training activities and visitor attraction are analysed, with the latter showing a clear relationship with performance. Implications for exporters and export promotion agencies are discussed and research directions given.

In a globalized world where emerging markets are more important than ever, there is an increasing pressure on international businesses and governments to work together. The set of facilities known as commercial diplomacy combines the interests of both by highlighting new markets and investment opportunities.

In this chapter, we present a literature review based on 56 relevant publications to assess what we currently know of this important activity.

The results indicate that research on commercial diplomacy consists of many subtopics, resulting in a patchy understanding of the topic as a whole.

We discuss why integrative research focusing on the business–government relationship and the organization and the value of commercial diplomacy are needed from an international business perspective.

This study aims to estimate Pakistan’s export potential in new and existing export products, as well as their potential destination markets.

This study uses a nonparametric approach based on demand, supply and easiness factors for estimating export potential at disaggregated product and destination levels.

A significant number of new export products (extensive margin) and existing products (intensive margin) are identified that have export potential. The estimated unrealized export potential at extensive margins is $2bn and at intensive margins is $5bn. The range of new products included value-added products, semifinished products and intermediate products. Surprisingly, there is high potential to diversify in China and export existing products more intensively in the EU. Moreover, the potential at extensive margins is regional diverse compared to intensive margins.

The methodology used in this paper only provides export potential for short-to-medium term period because the global demand conditions are varying. Also, the mineral and resource-based products cannot be included in the analysis because their exports are heavily dependent on the availability of natural resources.

The findings have important policy implications in terms of providing guidelines for government policies related to industrial development, international trade and export promotion at the product and destination level. Overall, the study reveals that traditional sectors lack room for product diversification. As the existing export incentives favor major industries. To foster diversification, existing incentives must be redesigned to cover new products or sectors. Moreover, China has the greatest potential for product diversification, while Europe has the greatest potential to export current products more intensively. Further research is needed to simulate trade policy scenarios and estimate demand, supply and ease factors in export potential.

This study provides a unique perspective on export potential assessment at disaggregated product and destination levels, reinforcing the importance of redesigning trade policies and export incentives separately for export diversification.

The relationship between export marketing strategies and export performance is examined in Korea under the strategy‐environmental co‐alignment theoretical perspective put forth previously. A sample of managing directors of electronics exporters in Korea is used to test the hypotheses. Results indicate that the adaptation of products to foreign customers’ tastes, adjustment of export prices to foreign market conditions, direct exporting, and trade promotions toward overseas distributors positively influence the performance of Korea exporters. Expenditure on overseas advertising was not found to influence export performance. Implications for marketing practitioners and academics are addressed.

Purpose– The purpose of this paper is to estimate the export demand equation for China with appropriate specification that incorporates exchange rate in the relative price variable. Design/methodology/approach – Alternative time series techniques such as general to specific and Johansen maximum likelihood are used with annual data from 1974‐2004. The augmented Dicky–Fuller and Elliot–Rothenberg–Stock methods are also employed to test the time series properties of the variables. Findings – The paper confirms that there is a cointegration relationship between real exports, real income and relative prices in China. The long‐run income elasticity is around 1.3 and the relative price elasticity is around −1.5. In addition, the export demand functions are temporally stable in China. Research limitations/implications – The structural breaks and trade shock analysis were ignored because that would have made this paper much longer. Practical implications – The results imply that exports are an engine of growth in China. China's exports are competitive in the international market and it has the option to devalue its currency to promote export earnings. However, the paper argues that in current global economic crises, trade promotion policies such as subsidies, tax exceptions and special credit lines should be encouraged. Originality/value – The paper assesses the magnitudes of export elasticities with a specification that includes exchange rate in relative price variable.

Many national and regional governments and various trade associations have created and are currently developing services that aim to provide support for firms that have just begun to or which plan to operate in international markets. Consequently, the purpose of this chapter is to illustrate the role of various support services especially in the case of software small and medium-sized enterprises (SMEs) aiming to expand internationally and accelerate their international growth. In the empirical part of the chapter, the authors review the key support organisations Finland has for its software industry. Through a descriptive empirical survey (n = 25) of the industry, we illustrate the role of various support services that are especially targeted at firms aiming to accelerate their international growth, irrespective of the phase of internationalisation. Furthermore, the authors study the use, quality and effectiveness of the internationalisation of support services from the viewpoint of managers of Finnish software SMEs. Based on our results, it is easy and logical to argue that better targeted programmes should be developed for rapidly internationalising firms in the turbulent software market. However, there are already a few innovative and better targeted programmes being offered to Finnish software firms. According to our study, in the later phases of internationalisation, the key to success is more closely linked to the availability of external funding as well as knowledge and contacts provided by international consultants.

International marketing/export marketing.

This case is appropriate for discussion in courses such as international marketing and export marketing of post graduate studies in management. The case can also be used for management development programmes concerning practising managers.

The case is based on export marketing strategy with special focus on developing strong buyer (customer) relationships and the associated challenges of a trading company, The Handicrafts and Handlooms Exports Corporation of India Ltd (HHEC). The corporation primarily engages in export of handlooms and handicraft products from India. Since 2005-06 the corporation has been incurring losses and it was only in 2010-11 that the corporation has registered a positive net profit.

To understand the appropriate strategies for buyer retention; to understand appropriate promotion strategies of non-essential items like handicraft, handloom and carpets; and to help students in making decisions for export marketing like understanding product characteristic, development of samples, procurement of products, vendor management, and pricing decisions.

Teaching notes.

In an ongoing process of globalization and technology improvements and due to an increase in worldwide actors in the economic sector, commercial diplomacy is an important tool for countries to support their business community during the internationalization process and afterwards. Nevertheless, commercial diplomacy literature is still in its infancy. Therefore, this chapter reviews existing research on the topic and develops a framework, which integrates the topics examined so far and provides the reader with a more complete picture of the topic at hand.

By means of a literature review, this chapter shows that the body of literature involving research of both disciplines, International Relations and International Management, is still rather limited. As a consequence, we determine a future research agenda and call for more empirical studies, especially in the field of (political) economy.

South Asia is a region urgently seeking development, although it has failed in regional integration. It is the second least integrated region regarding the number of Free Trade Agreements (FTAs) and can thus be recognised as a missing bloc in the global multilateral system. This study aims to focus on South Asian FTAs and explores the problems of the inter-relations and compatibility between the systemic and regional trade systems.

The study proposes a framework to benchmark the compatibility of South Asian FTAs with WTO rules. Primary data from 2000 to 2020, including descriptive analyses of reports, legal text of the FTAs, official documents and factual presentations, have been collected and analysed through thematic analysis using the proposed framework.

The study finds that, although South Asian FTAs meet most of the WTO requirements, they are not progressing toward facilitating and promoting trade. Data from 2000 to 2020 show us that South Asian FTAs have not significantly impacted trade between themselves. The study argues that, although South Asian FTAs fulfil some benchmarks, they show only a lukewarm interest in contributing to the international trading system as building blocs. It is therefore recommended that the case of South Asian trade liberalisation must be understood contextually and be given careful and exclusive attention by the WTO.

As such, this study is the first to claim that South Asian FTAs are not fully compatible with the WTO rules. They remain a missing regional bloc in the multilateral system, rather than a building bloc or a stumbling bloc, delaying the region’s opportunity to develop as a region and within the larger system.

This paper seeks to examine the differences at international trade shows between exhibitors who participate in joint booths and those who participate in individual booths. The structure, strategy and trade show performance of exhibitors at joint booths and those at individual booths are analysed.

The paper presents an empirical study of 208 exhibitors at an international food and beverage show, focusing on the differences in structure, strategy and performance between individual exhibitors and exhibitors at joint booths. The differences are identified and discussed.

Individual exhibitors place more personnel and products at their booths and they allocate more resources, top management commitment and planning. However, exhibitors at joint booths have more formalised planning and objective setting. The performances of five groups of trade show activities were assessed. Individual exhibitors perform significantly better on image‐building activities at the show. There are no differences with regard to firm characteristics between the two participation modes.

The study is limited by the fact that the sampling frame is made up of exhibitors at a single international food and beverage show, and may therefore be more representative of that kind of show. Despite the limitations encountered, the findings have important implications for exhibitors at international trade shows and export marketing programmes as well as other marketing programmes offering services to international trade show exhibitors.

A broad range of joint booths and strategy variables is investigated. Also, a more comprehensive and theoretical grounded performance measure is adopted compared with previous research.