Exporter`s navigator as a tool for promoting a manufacturer to world markets
Abstract. The world market, being a combination of many national markets, is characterized by acute competition where there is a need for the formation or adaptation of effective tools to promote their goods. Entering foreign markets involves significant risks (political, financial, informational, business), and many of them can be removed already at the initial stage of assessing a potential foreign market, if the potential exporter has possibly complete and capacious information. In this regard, the relevance of scientific and methodological support of information support for the exporter is increasing. In the article, based on a comparative analysis of the best domestic practices of information and analytical support for exporters, the authors offer their vision of an analytical handbook that allows them to answer all information requests from manufacturers who have decided to enter foreign markets. The authors have developed criteria and requirements that meet the information needs of manufacturers who have decided to enter foreign markets. The proposed structure and requirements for the content of the exporter`s information and analytical handbook are based on the unity of approaches to obtaining information support from Russian manufacturers when entering foreign markets, they are universal in nature and can be used for various countries.
Keywords: concept, export, import, world economy, promotion of goods and services, support for exporters, export support tools
Highlights:
♦ the authors have proposed an analytical reference book focused on the search for effective tools that promote and distribute products on world markets;
♦ the author`s development of the "Exporter`s navigator" is the main link in the concept of information and analytical support for information support of domestic producers when entering foreign markets;
♦ the criteria and requirements that meet the information needs of manufacturers who have decided to enter foreign markets are structured, described and analyzed.
Svetlana S. Asanova, Dmitry V. Khilov, Vadim V. Nekrasov - Samara State University of Economics, Samara, Russia