Trade Promotion Strategies

Chapter 10

Evaluation Practices

Once a trade promotion strategy has been adopted, and once the role of institutions by which the strategy is to be implemented has been defined, a key step still remains: the monitoring and evaluation phase. Monitoring and evaluation pose a number of challenges that need to be confronted, balanced, and solved. Experience shows that the most satisfactory solutions are in defining a monitoring and evaluation mechanism built into the strategy from the very begining.1

Considering the expected difficulties, is that process really useful? One obvious answer is that a credible monitoring and assessment mechanism will contribute to justify the resources put into the trade promotion program when reporting to financing ...