Key steps for success in export markets: A new paradigm for strategic decision making

Abstract

This article focuses on a paradigm of ten key steps for successful decision making in export marketing for the European business firm. These ten steps are: analyze market opportunity; assess product potential; establish market entry mode; make a firm commitment; allocate necessary resources; identify technical issues; develop strategic marketing plan; organize operational team; implement marketing strategy; and evaluate and control operations. Tables of basic what, who, and how questions help to guide the reader through the decision-making process, leading to successful export marketing operations. The article provides a decision-making paradigm that is useful to top-level management personnel as well as export managers. This model has been developed by the authors based upon over 25 years of consulting work with European business firms. © 2004, Emerald Group Publishing Limited