ABSTRACT
This chapter presents a step-by-step guide for identifying and selecting the best export market for a service. The trends in trade and investment show where there is a demand in the potential export market, which presents an opportunity for a service provider to satisfy that demand. A company that has developed a team with the appropriate and applicable talent, skills, knowledge, and expertise for an international expansion will have greater success in exporting to international markets. An honest assessment of one’s firm within the international context will look at the potential threats and risks in the countries under consideration to determine which international market(s) would be less feasible to access. A firm must first conduct a detailed, honest assessment of its health by completing the standard Strengths-Weaknesses-Opportunities-Threats (SWOT) analysis. Just going after a market because it has a large, growing population without doing in-depth research may prove inadequate for a company’s export strategy.
