Trade missions are one of the best-known export promotion instruments initiated and organized by governments, business associations, and consulting firms. However, their effectiveness is highly contested with some researchers doubting their worth. What is clear is that organizing a trade mission is one thing, but ensuring that it brings maximum results and outcomes is entirely another.
This book provides a unique perspective on and approach to trade missions and how to make them more successful. By combining research and practice-based insights from international business and international relations it proposes an approach to trade missions consisting of three stages: the participant preparation stage; the target country or region visiting stage and; the follow-up stage. All - not just the visiting stage - are equally important to trade mission effectiveness. ‘Making Trade Missions Work’ will be essential reading for professionals in roles related to internationalization, export promotion, and foreign investment, as well as to scholars of international business.