EXPLORING STRATEGIC ASPECTS OF EXPORT MARKETING

Introduction In approaching the field of export marketing, the practitioner and the academic researcher face the same dilemma — a host of unanswered questions about the “best” policy decision in any given situation. Each one looks for answers in different areas. The practitioner reflects on past experience, either within his own company or within his industry. He substitutes “hunches” and informed guesses where past experience is lacking, and works with the constant realization that his information will probably never be optimal. Satisficing is a way of life in the export business. Multiple market environments and geographic separation often render potentially useful information out‐of‐date by the time it is received and processed.