U.S. Small Business Administration

1. Failure to obtain qualified export counseling and to develop a master international strategy and marketing plan before starting an export business.

2. Insufficient commitment by top management to overcome the initial difficulties and financial requirements of exporting.

3. Insufficient care in selecting overseas sales representatives or distributors.

4. Chasing orders from around the world rather than concentrating on one or two geographical areas and establishing a basis for profitable operations and orderly growth.

5. Neglecting export business when the domestic market booms.

6. Failure to treat international distributors and customers on an equal basis with domestic counterparts.

7. Assuming that a given market technique and product will automatically be successful in all countries.

8. Unwillingness to modify products to meet regulations or cultural preferences of other countries.

9. Failure to print service, sale and warranty messages in locally understood languages.

10. Failure to consider use of an export management company when firm cannot afford its own export department or has tried one unsuccessfully.

11. Failure to consider licensing or joint venture agreements when import restrictions, insufficient resources or a limited product line cause companies to dismiss international marketing as unfeasible.

12. Failure to provide readily available servicing for the product.

* Excerpted or reprinted with permission from Small Business Success, Volume 1, produced by Pacific Bell Directory in partnership with the U.S. Small Business Administration.