ABSTRACT
When offering wares to the world, the exporter steps into a commercial frontier. The approach to this new venture is enabled by past successes, but it requires reevaluation. Fortunately, it is not a situation without precedent, assuming no consumer desires bad quality, exorbitant prices, unreliable delivery, and unsuitable merchandise. It is akin to a new domestic market segment with differences that are amplified. These differences, comprising governments, culture, economics, demography, and geography, all influence whether the offered wares will be bought, and bought in sufficient numbers to make the venture viable. What helps is that the exporter is charting new ground. Through study, contemplation, experimentation, testing, and modification, the enterprise can be made to fit the plan that satisfies the exporter's objectives. And until the right formula is found, the exporter can choose to be conservative so that mistakes are minimized and the losses are manageable.
