Trade Promotion Strategies: Best Practices

New opportunities are emerging constantly, as part of the globalization process creating new markets, with new players and challenging current business practices. Creating or exploiting opportunities on an individual basis is not the best practice: it is much more productive (and much less risky) to participate in national Trade Promotion Programs designed and implemented with government assistance. This book will give readers insight into the national strategies, how are they designed and implemented. Special attention is given to evaluation tools created to assess results and provide justification for investment expenditures. Best practices will be considered and reviewed on the basis of selected countries having introduced innovative national trade promotion programs, such as Finland, Mauritius, Mexico, New Zealand and Singapore. In recent years, Trade Promotion Institutions have developed new tools to support the business sector, helping enterprises to find new markets and trade opportunities. This book is here to engage the readers to learn more about these institutions.

Claude Cellich is currently vice president for external relations at the International University in Geneva. Over the years, he has lectured at the Institut International d'Administratiom Publique, Ecole, Nationale d'Administration (ENA), Paris School of Management, the University of Economics in Prague and Anahuac University in Mexico and carried out consultancies to trade promotion organizations. Prior to joining academia, he held diplomatic positions in Geneva and India with extensive field experience in Africa, the Middle East and Asia with the International Trade Centre, the joint agency of the World Trade Organization and the United Nations. He has coauthored textbooks on business negotiations, global trade, and trade promotion strategies. He holds graduate degrees in economics and business administration from the University of Detroit, recipient of honorary degrees and the 75th Medal of Excellence from the Helsinki School of Economics.