Abstract
The U.S. government devotes significant resources to export promotion activities aimed at improving our nation’s balance of trade, maintaining economic security, and creating and preserving American jobs. A greater knowledge of the factors which influence the successful promotion of exports would therefore aid policy makers in the design and development of efficient and cost-effective export assistance programs. Studies in international marketing, business, and public policy journals have illuminated several factors which are critical to an effective export promotion policy. The author’s internship experience at the Sacramento U.S. Export Assistance Center (USEAC) has been utilized in combination with this literature in order to analyze and evaluate the organization and to propose recommendations for improving its overall effectiveness. The results of this study indicate that the Sacramento USEAC should increase it focus on smaller, less experienced, and non-export-ready firms, particularly in the areas of promoting awareness of export benefits and services, conducting meaningful consultation with clients, and providing courteous, responsive, and personalized customer service. Furthermore, the USEAC should strengthen its collaboration with the Center for International Trade Development (CITD) in order to more efficiently address client needs. Finally, the USEAC should conduct more accurate and meaningful impact assessments, which should then serve as the basis for the replacement, modification, or elimination of ineffective programs.