Organizational and Exporting Determinants Affecting Export Promotion Program Awareness, Utilization, and Usefulness Level

ABSTRACT

Some of the literature focuses on export promotion program awareness and usage; however, there are only a handful of studies investigating the effects of the organizational and exporting variables on the awareness, utilization, and usefulness of export promotion programs—especially with regard to emerging markets. The purpose of the study is to investigate the awareness, utilization, and usefulness differences of export promotion programs among companies based on organizational and exporting characteristics. By doing so, the study attempts to assist exporting company managers and policymakers to design export promotion programs to better fit company needs. A structured questionnaire was sent through the mail, and 211 Turkish manufacturing companies responded to the survey. The response rate was 21%. The study findings indicated that the Turkish exporting companies tend to be aware of some of the export promotion programs, but not all programs. Another important aspect is that the utilization level of promotion programs by the companies is very low. On the other hand, all programs seem to be considered useful. This implies that companies which find these programs useful are not fully aware of or utilizing the programs. It also appears from the study findings that there are some significant differences among companies regarding awareness, utilization, and usefulness of export promotion programs based on company size, export experience, number of export destinations, market distance, and export involvement.

KEYWORDS:

• Export marketing
• export promotion programs
• Turkey