ABSTRACT
This chapter describes the price and non-price competitiveness in exporting. The approach taken is intended to be situational and operational, rather than falling into the more usual general, prescriptive pattern. A number of contributions can be made to integrating the concepts of competitiveness studied earlier. First, it is worth making the point that a choice exists between price and non-price bases for competitive strategy in exporting. Second, it was seen earlier that the merits of non-price competitiveness are thrust upon the exporter from all sides. Lastly, a checklist was provided with the objective of turning the ideas discussed in the chapter into operational tools with the minimum of delay. The checklist is to enable the reader to move from the theoretical models and illustrations to the analysis of his own company's situation. This provides the final component in the strategic audit of exporting in the firm.