Abstract:

At this stage it is important to realise that in international trade attitude and motivation research should not be confined to the country or countries which are the export targets but should include similar research within the exporting country preferably extended to the exporting company. Attitude research within the exporting company, even in its most simple form, will pin-point areas of incompatibility which would doom to failure a particular export venture unless recognised and acted upon by management. Incredible as it may seem, virtually no company ever undertakes such a precautionary internal study to assist management in its decision making process.