Evaluating export promotion programmes: UK overseas trade missions and export performance

This paper examines the extent to which firms' knowledge and structural characteristics as well as firms' behaviour in foreign markets following trade mission participation impacts upon trade mission success and export performance. The findings suggest that: 1) A diversification strategy in terms of export markets benefits future expansion into new foreign markets; 2) Specific knowledge about the targeted markets should be acquired prior to participating in the trade missions; 3) Communication with potential business partners should be established prior to participating in the trade missions; and 4) The business relationships established before and during the trade missions should be cultivated through regular contacts using not only communication technology, but also regular visits. In summary, overseas trade missions contribute to the generation of incremental sales in foreign markets by enhancing the relationship-building process between business partners.