Maurice Ernst is a senior research fellow at the Hudson Institute, Indianapolis, and an associate of Associated Consultants International, W h y should I export? Many U.S. manufacturers are still asking that question. Why go to the trouble of learning about foreign markets? Why incur the costs of foreign travel or foreign representatives? Why run the risks of big swings in the dollar exchange rate? Is the recent rise in the dollar going to continue? Obviously, success in exporting will depend mainly on the ability to manufacture the right product for the right market at the right price. Some products are much more competitive than others. However, the environment in which exporters will operate is very important. The thesis of this article is that the environment is likely to be highly favorable to U.S. exporters well into, if not throughout, the 1990s. By economic environment, I mean the macroeconomic conditions affecting (1) U.S. international competitiveness; and (2) The growth and openness of foreign markets. An industry-by-industry forecast of international market trends is beyond the scope of this article. And such forecasts can be misleading. Detailed studies of the growth performance of individual firms show that it is the dynamism of the specific market for each firm's product -not the type of industry--that counts, There are plenty of successful firms in slow-growing or declining industries, as well as unsuccessful firms in fast-growing industries. Do not let statistical averages fool you. Indeed, many small firms have been successful recently in export markets. To take three examples from Indiana: • Kemtune, Inc., a Fort Wayne manufacturer of water-treatment equipment for industrial and commercial use, has 85 percent of its total sales abroad. • Bundy Ducks, of Noblesville, a manufacturer of decorative wooden ducks, made its first export sale last year for $50,000 to Subaru World Trade Corp. • Jayco, Inc., of Middlebury, a manufacturer of campers and trailers, recently designed a camper specifically for the Japanese market.