Export promotion programs of Malaysian firms: An international marketing perspective

A wide range of export promotion programs is available around the world to help firms penetrating export markets. However, firms must first be aware of the availability of these promotion programs before they can make use of them. This study examines the channels through which Malaysian firms obtain information on export promotion programs, and assesses the level of awareness of 13 such programs among Malaysian firms in four industry groups. Data collected from 53 manufacturing firms indicated that the available sources of information on export programs were not readily consulted, and the firms' overall awareness of export programs was not high. The results suggested that government agencies, in particular, need to do more to promote their role in developing external trade. Creating a higher level of awareness of export promotion tools, particularly among small- and medium-sized firms, should be given greater emphasis.