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The Criteria for Choosing an Export Strategy of Enterprise
Mazorenko O. V.

Mazorenko, Oksana V. (2019) “The Criteria for Choosing an Export Strategy of Enterprise.” Business Inform 8:253–258.
https://doi.org/10.32983/2222-4459-2019-8-253-258

Section: Management and Marketing

UDC 339.5

Abstract:
The article is concerned with substantiation of the criteria for choosing the enterprise’s export strategy. The enterprise’s entry into foreign markets requires a strategic approach, as such solutions require the use of additional resources, are characterized by different levels of risk and set the trajectory of the enterprise’s development. Therefore, the research is aimed at a theoretical substantiation of the list of criteria for choosing an export strategy and elaboration of a matrix of compliance criteria for the various export strategies of enterprise. The types of export strategies of enterprise are defined, the factors influencing the choice of strategy are considered. As a result of the use of content analysis, the most significant factors for choosing the enterprise’s export strategy are defined. Also, the indicated factors are grouped as external, internal, and factors of export image. The carried out analysis of the factors of choice of the enterprise’s export strategy allowed to form a correspondence of the indicated criteria to different types of export strategies of enterprise, as well as to describe the degree of manifestation of each factor characteristic of one or the other one export strategy. Conclusions on the need to take into account the internal capabilities of enterprise, conditions of the external environment, as well as the features of each export method in the process of deciding on the type of export strategy of enterprise are summarized.

Keywords: export strategy, factors, direct exports, indirect exports, hierarchical strategies, contract strategies, export method.

Fig.: 1. Tabl.: 2. Bibl.: 10.

Mazorenko Oksana V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management and Business, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

List of references in article

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Tsyhankova, T. M.Mizhnarodnyi marketynh [International marketing]. Kyiv: KNEU, 1998.
“Approaches to Exporting“. https://www.export.gov/article?id=Approaches-to-Exporting
Belu, M., and Caragin, A. “Strategies of Entering New Markets“. The Romanian Economic Journal, vol. 27, no. 1 (2008): 83-98.
Carter, S. “Food and agriculture organization of the united nations“. Rome: FAO, 1997. http://www.fao.org/3/w5973e/w5973e00.htm#Contents
Hollensen, S. Global marketing: a decision-oriented approach. Harlow: Pearson Education Limited, 2011.
Khadka, B., and Akande, S. Market entry strategy. Oulu: Oulu University of Applied Sciences, 2017.
Kotabe, M., and Helsen, K. Global Marketing Management. NJ: Wiley, 2016.
Mazorenko, O. V. “Contemporary enterprise's export strategies“. Suchasni trendy mizhnarodnykh ekonomichnykh vidnosyn & Upravlinnia proektamy Yevropeiskoho Soiuzu. Lutsk: Vezha-Druk, 2018. 195-200.
Smorodina, E. Choice of foreign market entry strategy: based on the case study of Letrim OU. Tallinn: Tallinn University of Technology, 2015.

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