Different Approaches to Foreign Market Entry between Users and Non‐Users of Trade Missions

Off‐shore market entry approaches of firms using trade missions and those who do not are investigated and found to differ. Comparative results of a sample of Canadian industrial manufacturing firms point to different marketing management styles in terms of greater planning orientation, a more systematic approach, and greater sensitivity toward market and knowledge problems among trade mission users. Trade missions are widely available in many exporting countries and, as exporters face similar challenges when entering new foreign markets, it is concluded that such missions are a potentially useful export marketing tool, however, their use seems contingent upon management style. Implications for export marketing management and public policy are discussed.