The criteria for choosing an export strategy of enterprise

Abstract

The artcle is concerned with substantaton of the criteria for choosing the enterprise’s export strategy. The enterprise’s entry into foreign markets requires a strategic approach, as such solutons require the use of additonal resources, are characterized by diferent levels of risk and set the trajectory of the enterprise’s development. Therefore, the research is aimed at a theoretcal substantaton of the list of criteria for choosing an export strategy and elaboraton of a matrix of compliance criteria for the various export strategies of enterprise. The types of export strategies of enterprise are defned, the factors infuencing the choice of strategy are considered. As a result of the use of content analysis, the most signifcant factors for choosing the enterprise’s export strategy are defned. Also, the indicated factors are grouped as external, internal, and factors of export image. The carried out analysis of the factors of choice of the enterprise’s export strategy allowed to form a correspondence of the indicated criteria to diferent types of export strategies of enterprise, as well as to describe the degree of manifestaton of each factor characteristc of one or the other one export strategy. Conclusions on the need to take into account the internal capabilites of enterprise, conditons of the external environment, as well as the features of each export method in the process of deciding on the type of export strategy of enterprise are summarized.