The biennial event brought together more than 150 participants from 50
countries to address the theme, ‘Building Export Success – Enhancing TPO Impact
in a Changing Global Environment’. Key issues covered included the design of
effective trade promotion and support services, strategies to further develop
competitiveness and increase exports and, crucially, methodologies and
mechanisms to record and report on impact. The two days of intensive discussion
and debate also provided a forum for delegates to exchange experiences,
knowledge and best practices, with a focus on practical solutions to stimulate
export-led economic growth.
In her opening address, the Executive Director of the International Trade
Centre (ITC), Patricia Francis, reminded delegates that the world has changed
dramatically as a result of the crisis. Citing the rising importance of emerging
markets, the shift towards South–South trade and the need for global governance
and sustainable behaviour, Ms Francis highlighted that it is no longer a case of
‘business as usual’.
In the wake of dramatic changes to domestic environments and increasing
international competition, many companies are being forced to go global due to
the competition from foreign companies at home. Consequently, TPOs are faced
with a constant challenge: to evolve their service offering to meet the demands
of the export businesses they support.
In his keynote address, the Secretary of Economy, Bruno Ferrari, called for a
strengthening of economic links to benefit from economies of scale and
contribute to the consolidation of worldwide economic recovery. ‘It is important
to look into how [TPOs] have responded by developing alternative strategies in
trade and investment promotion,’ he said.
‘There is cautious optimism, particularly in the developing world,’ said Ms
Francis. ‘Many businesses, particularly SMEs [small and medium-sized
enterprises], have failed as some traditional markets have collapsed. There is
confusion about how to get back in the game, how to regain lost ground and how
to potentially grow.’
The global economic recession is still affecting many countries and has added
new or increased demands on most TPOs, challenging their service offerings and
their budgets.
However, amidst this volatility there is both opportunity and dynamism. Signs
of regeneration are appearing and sometimes in unlikely places. At the same
time, specialization increases the relevance of regional strategies in trade and
investment. The capacity of countries to act collectively in addressing the
challenges of international trade is a driver of companies’ competitiveness.
Moving Towards a Client-Centred
Approach
TPOs around the world are taking a long-term perspective and are becoming
more flexible and dynamic in order to deliver on the needs of their customers. A
client-centric approach is emerging, driven by:
- A client base that is export ready, rather than concentrating on
SMEs in general;
- A clear focus on market development;
- A streamlined approach by cooperating with other institutions to
achieve economies of scale; and
- A primary focus on sectors rather than markets and, within sectors,
on helping companies move forward.
With a responsibility to regenerate SMEs, there is an increasing need for
TPOs to focus on better positioning companies within global supply and
production chains through capacity building and export development services.
While technology can help to accelerate growth in this new environment,
businesses need to strive for value rather than volume in order to survive,
supported by access to reliable information and advice.
‘Despite progress in communications technologies, lack of information
severely handicaps companies seeking to operate in international markets and is
a serious barrier to exports,’ said Christian Volpe, Senior Economist with the
Inter-American Development Bank’s Integration and Trade Sector.
To meet the market challenges and to achieve economies of scale, there is
also a move towards intra-sector regional cooperation. A session at the
conference dedicated to strengthening regional and global networks resulted in
TPOs giving ITC a mandate to establish a working group to strengthen the TPO
Network.
The next World Conference and Awards will be held in Kuala Lumpur, Malaysia
in 2012.
Visit www.tponetwork.net/2010conferencecontent.php to
download session summaries and presentations from the conference.