Abstract
Lower trade barriers achieved through membership in the World Trade Organization (WTO) carries many benefits for exporters. Although the literature is replete with articles that describe processes for developing an export marketing strategy, it has not been able to explain enormous deviations from expected outcomes we observe in practice. One such deviated outcome was how incumbent WTO members reacted to China's textile exports. Building on the case of exports of China's textile industry to the U.S., this research addresses this gap in the literature by proposing a conceptual model in developing an export marketing strategy to build stable trading relationships under the rules of the WTO. Directions for future research are highlighted within the context of the model. [PUBLICATION ABSTRACT]