ABSTRACT
The objective of this chapter, making up the bulk of Part IV of the book and bringing the last new material into play, is to progress from the broad coverage of export competition in Part III to the more specific competitive problems facing the exporting company. Part III went into some detail on the sources of international competitiveness and the managerial issues in price and non-price bases for export competition. While the general discussion of these issues was vital, in order to clarify the breadth and richness of the marketing approach to competition, there is a need at this point to emphasise the practical realities confronting the small or medium-sized exporter in choosing its competitive strategy. The central point is that it is this setting which determines those aspects of competition which can actually be made operational.
