Promoting Awareness of Government Export Assistance Programs in the International Marketing Course

Abstract

ABSTRACT One of the features of international marketing which distinguishes it from purely domestic marketing is the role of government-sponsored programs in helping firms start and indeed succeed in overseas markets. There is evidence that American firms make much less use of these programs than their foreign competitors. One possible contributing factor to this situation is limited classroom coverage which American instructors of international marketing devote to this area. Two hundred and six U.S.-based members of the Academy of International Business (A.I.B.) were surveyed. Results indicated that while instructors of international marketing feel that government export assistance programs are important for export sucess, they are not very familiar with most of these programs and do not have positive perceptives about the quality of services currently offered. Little class time is devoted to most of the programs and lecture remains the dominant pedagogical tool. The connection between instructor familia...