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Trade Promotion Strategies by Claude Cellich

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Chapter 1

Why Develop Trade Promotion Strategies, and Who Is Concerned?*

For all trade parties concerned, public or private, one key fact governs the national and international landscape: Progressive liberalization of markets with the consequent globalization of world trade. As a result, local firms as well as governments are likely to face increased competition at home as well as in the international market place, with diminishing possibilities to protect their country’s economy and their businesses from outside challenges.

Now more than ever, the competitive advantages that any firm or country has achieved are becoming smaller and less durable. At the international level, executives are therefore facing several strategic challenges:

• Becoming ...

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