The Criteria for Choosing an Export Strategy of Enterprise

Abstract

The article is concerned with substantiation of the criteria for choosing the enterprise’s export strategy. The enterprise’s entry into foreign markets requires a strategic approach, as such solutions require the use of additional resources, are characterized by different levels of risk and set the trajectory of the enterprise’s development. Therefore, the research is aimed at a theoretical substantiation of the list of criteria for choosing an export strategy and elaboration of a matrix of compliance criteria for the various export strategies of enterprise. The types of export strategies of enterprise are defined, the factors influencing the choice of strategy are considered. As a result of the use of content analysis, the most significant factors for choosing the enterprise’s export strategy are defined. Also, the indicated factors are grouped as external, internal, and factors of export image. The carried out analysis of the factors of choice of the enterprise’s export strategy allowed to form a correspondence of the indicated criteria to different types of export strategies of enterprise, as well as to describe the degree of manifestation of each factor characteristic of one or the other one export strategy. Conclusions on the need to take into account the internal capabilities of enterprise, conditions of the external environment, as well as the features of each export method in the process of deciding on the type of export strategy of enterprise are summarized.

Keywords

• export strategy
• factors
• direct exports
• indirect exports
• hierarchical strategies
• contract strategies
• export method