Trade Promotion Strategies. Este artículo no está disponible.Trade Promotion Strategies

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. In recent years, Trade Promotion Institutions have developed national strategies and new tools to support the business sector, helping enterprises to find new markets and trade opportunities. What are these 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.

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.