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EXECUTIVE SUMMARY Too many companies attempt to enter new export markets with no real understanding or evaluation of why they should export. Some companies begin exporting almost by accident. Perhaps they receive a product enquiry from abroad for the first time, and suddenly they find that they are in the export business! Perhaps a member of the staff attends an 'International Trade Fair' at the local chamber of commerce and is impressed by the thought of 'wider markets'. A good initial result, regardless of how 'unplanned', promotes a strong interest in generating further export sales. However, as has been extensively reported by the media (Patrick, 1998), the failure rate of export market entry (in the short to medium term of two or three years) is high. Such failures have often been the result of a belief that an early sales success will continue, but without undertaking a long and often time...

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