Not all companies succeed in their initial attempts to break into export markets. The causes of their disappointing results are often the same domestic business problems: lack of commitment from senior management; underestimation of the time and resources required to launch a new venture; and focus on short-term gain instead of long-term strategy.


The international issues that most frequently trip up exporters include:

• Selecting overseas representatives without thorough investigation and due diligence .
• Chasing orders around the world instead of targeting markets.
• Neglecting export customers when domestic markets are booming.
• Failing to treat international and domestic representatives on an equal basis.
• Refusing to modify products to meet foreign regulations and local preferences.
• Failing to provide sales, service and warranty messages in local languages.
• Choosing not to use export management companies (EMC) in less promising markets.
• Ignoring the opportunity for licensing or joint venture agreements in more restrictive markets. 

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