Free Excerpt from World Business
Resources.com by Garrett Wasny
CHAPTER ONE: BORDER BUSTER TOOLKIT
RESEARCH NODES
Prior to the Internet, international trade research was often conducted from a single-node, unilateral perspective. Typically, an exporter, say from New York, who wanted to export to Japan would gather information on Japanese market opportunities from a local business library. In many cases, much of this information was published by an American federal government agency such as the United States Department of Commerce. Exporters in other countries around the world were in a similar situation. From the United Kingdom to South Africa to Malaysia, businesspeople relied heavily on their own national governments for international trade information.
While valuable, this information was often written solely from a single country perspective, and influenced by a variety of political and economic factors. Assume that country A -- where you live -- had positive political relations with country B but chilly relations with country C. In general, the country A market reports on country B would generally be more favorable in tone, substantive in content, and frequent in number than market reports on country C. Even among the market reports on country B, however well-researched and numerous, other issues would be at play. To placate special interests and even the personal whims of senior government officials, country A would often promote the export of certain industries -- say aerospace and machinery -- over others -- say food and beverage products -- even though the latter offered more and better opportunities than the former. The lesson is that much of the international trade information prepared by national governments worldwide was -- and still is -- filtered and biased in varying degrees to meet the political and economic development priorities of the day.
The web changes all this. For the first time ever, an exporter has the opportunity to transcend his or her nationality. International traders no longer have to rely primarily on information and contacts pre-screened by their own government. They can now triangulate and process information from many governments and sources from a multi-nodal, multinational perspective.
Let's return to the example of a New York-based exporter seeking new business in Japan. While a United States export scenario is used here, the lessons apply equally to exporters in Paris, Bangalore, Kuala Lumpur, or any other center. No matter where you live, cyberspace offers an explosion of new options and sources for collecting international business information that would have been too impractical, time-consuming or expensive to gather offline. While by no means complete, what follows is a sample of key online sources that could be tapped by the New York exporter interested in the Japanese market, and a research checklist to guide you in your own information gathering on the Internet.
The nodes are divided into three categories: home nation, target market, and third country. Home nation nodes refer to organizations and websites that represent the international trade interests of the exporter's country or region. In this example, the home nation is the United States. Target market nodes refer to organizations and websites that represent the export and import interests of businesspeople in the target market. In this instance, the target market is Japan. Third country nodes refer to organizations and websites that represent the global business interests of businesspeople in other countries apart from the home nation and target market. In this case, third countries refer to all countries in the world except for the United States and Japan.
HOME NATION NODES
National Trade Agencies. These are national government trade promotion agencies which provide export information, counseling, trade mission support, and other services. In many Western, industrial countries, normally one organization is the official lead organization for export development, but up to dozens more provide additional information and services, usually with a special sectoral or geographic focus. In the case of the United States, the International Trade Administration is the lead export agency. Numerous other agencies provide export support including United States Department of State, United States Small Business Administration Office of International Trade, and the United States Trade Representative..
State/Provincial Trade Agencies. These are export promotion agencies at the state or provincial level. Similar to national export agencies, they offer export information, counseling, and trade mission support, although with a specific state or provincial focus. In this example, the lead state agency in New York is Empire State Development Export Assistance.
City Trade Agencies. These are export and investment promotion services offered at a local or municipal level. Many larger cities with populations of a million or more provide selected export services to local exporters. These include the development of trade missions and sister-city relationships with metropolitan areas in other countries. In many cases, they also provide business incentive information and services to international investors. In this example, the New York City Commission for International Business offers both export and investment promotion services.
Trade Training Programs. These are export training courses or programs offered as part of a university business school or technical college curriculum, or a government export education initiative. In New York, examples include New York University's International Business Area and the New York State Small Business Development Center.
Trade Mentor Programs. These offer export counseling services from experienced traders. In New York and across the United States, popular mentor programs include the National District Export Council and Service Corps of Retired Executives.
Export Guides. These provide general tutorials and tips on how to export and conduct international business. In the United States, some guides are prepared by the federal government, such as TradeExpert and the Small Business Guide to Exporting. Other guides are developed by universities and consultants, such as the Virtual International Business Academy.
Geographic Guides. Developed by the home nation government, these provide primers on how to export to a particular global region or country. In the United States, leading guide databases include Country Commercial Guides, Country Reports on Economic Policy and Trade Practices, and Library of Congress Country Studies.
Trade Finance Organizations. These are banking organizations which provide financing and risk management services for home nation exporters. In the United States, a leading trade finance agency is the Export-Import Bank.
National Representative Offices in Target Market. These are diplomatic and representative offices of a federal government in another country. The offices provide a range of consular and commercial services such as issuing visas, arranging trade missions, and reporting on local business conditions and opportunities in a particular market. In this example, the United States federal government maintains at least nine offices in Japan including United States Embassy in Tokyo and United States Trade Center in Tokyo.
National Representative Offices in Target Market Regions. These are representative offices of a home nation national government in a particular region in the target market. In Japan, examples include American Consulate General in Osaka-Kobe and American Consulate General in Nagoya.
State/Provincial Offices in Target Market. These are representative offices of a state or provincial government in another country. Normally, the offices provide investment promotion services to businesspeople in the host country, and export assistance services to traders from its own state or province. In the case of Japan, some 40 American states maintain a trade office in Japan. This includes the State of New York Trade Office in Tokyo.
City Offices in Target Market. These are representative offices of a particular city in another country. In this case, the office is the Port Authority of New York and New Jersey Trade Office in Tokyo.
National Export Associations. These are national export organizations which provide international trade information, counseling, and networking services to clients nationwide. In the United States, these include the National Association of Export Companies and the United States Council for International Business.
National Sector-Focused Export Associations. These are national export organizations which focus on international trade opportunities in a particular sector. In the United States, an example is the Environmental Export Council..
National Geographic-Focused Export Associations. These are nationwide export organizations which focus on international trade opportunities in a particular geographic region or country. In the United States, an example is the United States Business Council for Southeastern Europe.
State/Provincial Export Associations. These are regionally-based export alliances which provide trade services to members in a particular state, province, or major region therein. In New York, examples include the Long Island Import Export Association and the Southern Tier World Commerce Association.
City Export Associations. These are civic-based export organizations which provide international trade information and services to members in a particular city. In New York, an example is the International Business Network of Greater New York..
Bilateral Chambers of Commerce. These are organizations based in the home nation which promote bilateral trade and relations with the target market. In New York, an example is the Japan Society of New York.
Industry Associations. The are national, state, or local organizations based in the home country which promote the interests of a particular industry group. In many cases, the association offers international marketing information and services to its members. In some instances, associations organize their own trade missions to foreign markets, or invite buyers from other countries to visit their home country.
Outgoing Trade Missions to Target Market. These are trade missions from the home nation to the target market. Normally, exporters from the home nation make a brief -- usually a three to seven day -- visit to the target market. There, they attend briefings, meet potential customers and partners, and participate in trade shows. In this example, US Trade Events provides a list of upcoming trade missions from the United States to Japan.
Incoming Trade Missions from Target Market. These are trade missions composed of businesspeople from the target market who visit the home nation. US Trade Events provides a directory of incoming trade missions into the U.S. from around the world.
Business Events on Target Market. These are seminars, conferences, or other events in a home market on business opportunities in the target market. In the United States, Trade Events Hub delivers a directory of upcoming American-based events on Japan and other markets around the world.
Export Directories. These provide a database of exporters and international trade organizations in the home nation. In the United States, an example is the American Export Register.
International Trade Statistics. These provide data on home nation exports and imports. The leading United States trade databases are Office of Trade and Economic Analysis, Foreign Trade Statistics, and Trade Data Online which features data on the United States, Canada, and the European Union.
Media. These are magazines, newspapers, television stations, and radio services that report on international business in general, and bilateral trade between the home nation and the target market. Media Links provides a directory of media sites online in the United States and around the world.
TARGET MARKET NODES
National Trade Agencies. These are national government trade promotion agencies which provide trade information and counseling in the target market. In Japan, these include the Ministry of International Trade and Industry and the Japan External Trade Organization.
Customs Agency. This agency administers customs laws in the target market. In Japan, the lead organization is Japan Customs.
State/Province Economic Development Agencies. These are organizations which promote economic development, trade, and investment in specific states or provinces in the target market. In Japan, JETRO provides a directory of Prefectures -- state equivalents -- many of which have their own economic and trade promotion organizations.
City Economic Development Agencies. These are organizations which promote economic development in a particular city in the target market. The Tokyo Metropolitan Government is an example.
National Representative Offices in Home Nation. These are diplomatic and representative offices of the target market national government in the home nation. In this case, examples include the Embassy of Japan in Washington, D.C. and Japan External Trade Organization U.S.A.
National Representative Offices in Home Region/State/Province. These are representative offices of a target market national government in a particular region in the home nation. In the United States, an example is the Consulate General of Japan in New York. The Consulate serves states in the American Northeast including Connecticut, Delaware, Pennsylvania, Maryland, New Jersey, and New York.
National Representative Offices in Home City. These are representative offices of a target market national government in a specific city in the home nation. In the United States, an example is Japan External Trade Organization New York, a Japanese trade promotion office which focuses exclusively on the New York area.
National Representative Offices in Third Countries. These are diplomatic and representative offices of a target market national government in third countries. In the case of Japan, examples include the Embassy of Japan in London and the Consulate General of Japan in Hong Kong.
State/Provincial Representative Offices in Home Nation. These are representative offices of target market states or provincial governments in the home nation. In the United States, an example is the Fukui Prefecture New York Office.
City Representative Offices in Home Nation. These are representative offices of target market cities in the home nation. In the United States, an example is Yokohama Business Online in New York.
Export Associations. These are organizations which promote the interests of target market exporters. In Japan, an example is the Japanese Chambers Information Network.
Bilateral Chambers of Commerce. These are associations in the target market which promote bilateral trade and relations between the home nation and the target market. In Japan, an example is the American Chamber of Commerce in Japan.
Industry Associations. These are organizations of companies which promote their industry interests in the target market. In Japan, examples include Keidanren, the Japan Federation of Economic Organizations.
Statistical Agency. This agency collects and disseminates census data, economic statistics, and other information in the target market. In Japan, the Statistics Bureau is the lead statistics agency.
Credit Agencies. These provide credit information on organizations in the target market. Credit Reporting Agencies at is a directory of leading credit firms in Japan and around the world.
Stock Exchanges. These provide financial statements and other information on public companies in the target market. Stock Exchanges Worldwide is a link directory of leading stock exchanges in Japan and around the world.
Patent and Trademark Authority. These organizations manage the administration of patents, trademarks, and other intellectual property in the target market. In Japan, the leading authority is the Japan Patent Office.
Business Events. These are trade shows, industry conferences, seminars, and other business events in the target market. TSCentral provides a directory of leading events in Japan and other countries around the world.
Company Directories. These provide searchable directories of companies in the target market. In Japan, examples include Nihongo Yellow Pages and Small and Medium Enterprises in Japan.
Internet Newsgroups. These are online discussion groups that focus on business, culture, and other issues in a particular target market. For a list of newsgroups on Japan and other countries, visit the DejaNews Interest Finder, a searchable database of online discussion forums. As of November, 2000 the Internet Finder highlighted at least a dozen forums which focus on Japan.
Employment Databases. These are databases of job postings and resumes in the target market. They provide information on which companies are hiring, which jobs and activities are in demand, and what talent is available. In Japan, a leading job database is Career Mosaic Japan (to view this webpage, your web browser must be configured to read Japanese characters).
Procurement Agencies. These are organizations which provide information on government procurement opportunities in the target market. In Japan, the Japanese Government Procurement Database provides a searchable database of Japanese procurement notices in over 70 categories.
Business and Investment Guides. Normally prepared by a target market national government, these provide tutorials on how to start a business and invest in the target market. JETRO offers Japanese start-up and investment information (to view this webpage, your web browser must be configured to read Japanese characters)..
Trade Leads. These are databases of buy and sell offers and other business opportunities in a particular target market. In Japan, a leading trade lead database is Venture-Web.
Search Engines. These are web navigation services which focus on Internet resources based in a particular target market. In Japan, leading search engines include EasySearch and Yahoo Japan.
Media. These are newspapers, magazines, and other media sources that report on business in the target market. Media Links provides a directory of business and other media outlets in Japan.
THIRD COUNTRY NODES
National Trade Agencies. These are national government trade promotion agencies which provide trade information and counseling in their respective countries. Examples include Austrade Online in Australia, the Department of Trade and Industry in the United Kingdom, and Foreign Affairs and International Trade in Canada.
National Representative Offices in Target Market. These are the Embassies, Consulates, and Trade offices of third countries in the target market. In Japan, examples include the British Embassy in Tokyo and Embassy of New Zealand in Tokyo.
Export Guides. Normally prepared by a national government export agency for businesspeople in their own country, these provide general primers on how to export and conduct international business. Examples include Export Source in Canada, Getting Ready to Export in Australia, and Joint Action Groups in New Zealand.
Geographic Guides. Usually developed by a national export agency for businesspeople in their own country, these provide market reports on a particular global region or country. Examples include Countries and Regions from the World Bank, Country Profiles from New Zealand, Market Reports from Canada, and Observatory from France,
Trade Partners from the United Kingdom.Trade Finance Organizations. These are trade banks and agencies which provide trade finance and risk management services for exporters in their respective countries. Examples include Export Credits Guarantee Department in the United Kingdom, the Export Development Corporation in Canada, and the Export Finance and Insurance Corporation in Australia.
Export Associations. These are organizations of exporters in third countries. Examples include the Danish Export Group, Federation of Indian Export Organizations, and Korea International Trade Association.
Bilateral Chambers of Commerce in Target Market. These are associations in the target market which promote trade between the target market and a third country. In Japan, examples include Australian and New Zealand Chamber of Commerce in Japan, Canadian Chamber of Commerce in Japan, and French Chamber of Commerce and Industry in Japan.
Bilateral Chambers of Commerce. These are associations in third countries which promote trade between the target market and a third country. Such organizations may provide valuable information and contacts on how to do business in the target market. An example is the Japanese Chamber of Commerce and Industry in Singapore.
Industry Associations. These are organizations which promote the business interests of a particular industry group in a third country. While not focused on your target market, related associations in other countries may provide key marketing, technology, or research tools and information that may be applicable to your own firm, and help you in the global marketplace.
Outgoing Trade Missions to Target Market. These are trade missions organized by a third country to the target market. An example is Trade Show Events, a database of trade events across Canada which include upcoming Canadian trade missions to Japan.
Incoming Trade Missions from Target Market. These are trade missions from the target market to a third country. Trade Show Events also provides a list of upcoming Japanese trade missions to Canada. If the third country is close to your own, you should consider contacting organizers and inquiring if you may participate. If you're based in the U.S., for example, making arrangements to meet an incoming delegation of Japanese businesspeople in Canada is far less expensive and time-consuming than traveling to Japan from the United States.
Business Events on Target Market. These are trade shows, conferences, seminars, and other events on the target market organized in third countries. An example is Australian-based Austrade Events which is a database of business events planned in their country on doing business in Japan and other countries around the world.
Trade Leads. These are databases of buy and sell offers and other business opportunities. The services are often targeted by geographic region and by sector. International Trade Leads lists dozens of trade lead services worldwide.
Media. These are newspapers, magazines, and other media online which report on business conditions and opportunities in the target market. Directories of media sites on the web include News 365 and Online Newspapers.
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