What are the most common mistakes made by exporters?
The reasons some firms fail at international business usually have nothing to do with the international aspects of the business. Rather, the failures have the same causes as domestic problems such as under-capitalization, lack of committment from senior management, or short-term focus rather than implementing a strategic plan. The international issues that most frequently trip up exporters include: Selection of overseas representatives without thorough investigation. Chasing orders around the world instead of targeting markets. Neglect of new export customers when domestic markets are booming. Failure to treat international and domestic representatives on an equal basis. Refusal to modify products to meet foreign regulations and local preferences. Lack of sales, service and warranty messages in local languages. Refusal to use export management companies (EMC) in less promising markets. Failure to consider licensing or joint venture agreements in more restrictive markets.
