Language:
English
Pages:
1 Online-Ressource (33 pages)
Parallel Title:
Erscheint auch als Ana P., Cusolito Capacity Building as a Route to Export Market Expansion: A Six-Country Experiment in the Western Balkans
Keywords:
Broadcast and Media
;
Consulting
;
Customer Acquisition
;
Digital Presence
;
Export Competitiveness
;
Export Market Expansion
;
Information and Communication Technologies
;
International Economics and Trade
;
Marketing Training
;
Private Sector Development
;
Skills Development and Labor Force Training
;
Small and Medium Enterprises (SME)
;
Small and Medium Size Enterprises
;
Training
Abstract:
The limited market size of many small emerging economies is a key constraint to the growth of innovative small and medium enterprises. Exporting offers a potential solution, but firms may struggle to locate and appeal to foreign buyers. A six-country randomized experiment was conducted with 225 firms in the Western Balkans to test the effectiveness of 30 hours of live group-based training and 5 hours of one-on-one remote consulting in overcoming these constraints. Treated firms used techniques such as search engine optimization and improved Facebook content to increase their digital presence and better reach foreign customers. A year later, positive and significant impacts are found on the number of customers, and a significant intensive margin increase in export sales. Qualitative interviews suggest this improvement came from a combination of sector-specific advice on market expansion, and through an encouragement effect which gave entrepreneurs the confidence to try new sales strategies
DOI:
10.1596/1813-9450-10256
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