Changing Small Firms’ Attitudes to Exporting: A Case Study of Successful Intervention

Abstract

Recent research suggests that the attitudes of key decision-makers at the level of the individual firm are of critical importance in the export development process. The chapter describes and evaluates the efforts of a government-funded body (Industrial Development Board for Northern Ireland) to increase exports by positively influencing the attitudes and thus the behaviour of small firms located in a politically-troubled and economically weak region of the United Kingdom. The circumstances and nature of the decision-making process leading to the introduction of a specific action programme are the focus of the chapter. Surveys of seniorexecutives of small firms undertaken immediately prior to and 30 months after its introduction suggest the programme to be successful. Lessons for public organizations engaged in export promotion are suggested, including adoption of a proactive facilitating role at the local level,emphasis on motivating business to use support services by influencing the attitudes of key decision makers towards public organizations.