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  • ISSUE 4/2005


  • © International Trade Centre, International Trade Forum - Issue 4/2005 Photo: Digital/Vision For the first time, Trade Forum brings readers a body of articles in our own area, the role of strategic communications in trade development. Many of us involved in the technical work of promoting t

    A long-term export policy of the Republic of Korea combines national and corporate branding.In 2000, the Korean Ministry of Commerce, Industry and Energy announced that to be globally competitive and boost exports, Koreans needed to shift from supplying generic products to developing their own brands. The Ministry's strategic policy was to support branding at the national level. As a start, it reorganized and renamed the "Quality and Design Division" to the "Design and Brand Policy Division".

    What makes a good service partner? Trust and experience, says this major Dubai developer.

    How can a developing country firm compete in this capital-intensive, highly specialized business where the company may need to educate the client about the issues before making the sale, where procurement rules may be hard to fathom and competition from big firms is fierce?

    The Malaysian design firm Veritas went into business with an international outlook. In this challenging service sector, it learned how to ride out the storms as well as take advantage of international opportunities.

    Business process outsourcing can be a win-win deal, even for small firms in developing countries.

    Peru's young business hopefuls are getting a taste of the international market while still at university through the case studies and ideas in ITC's magazine.

    During the 5th World Conference of Trade Promotion Organizations in 2004, the Jamaica Promotions Corporation, under the leadership of Ms Francis, was one of six TPOs to receive an international award for its achievements in raising exports. JAMPRO received the Best TPO from a Small Country award. As part of the country's public sector modernization programme, a streamlined JAMPRO focused on increasing export competitiveness.

    As world trade grows more complex, the rules for international business are also growing in number and intricacy. How can countries with limited resources spot and adopt the major trade treaties? And how can they participate in drafting new trade rules?

    Service exporters face many obstacles. Austrade is finding ways to help businesses overcome them.

    Lending institutions in Asia and the Pacific are exploring how to meet small exporters' financing needs in a new initiative spanning 27 countries.

    Get Connected: E-applications in the textile and clothing sector166 pages. Study focusing on how developing country producers could successfully apply new e-applications and secure post-quota exports in light of changing nature of textile and clothing business after January 2005 (when quotas were phased out). Elaborates principles to guide exporters in adopting e-applications so as to develop fruitful long-term relationships with major buyers; deals with e-applications in the European Union and the United States; presents examples of exporters in developing countries that have successfully found approaches to integrate their systems with those of customers/suppliers; includes case studies from Hong Kong (China) buying, sourcing and trading offices, and e-applications used by Singapore trading houses and manufacturers. To order online, visit ITC's e-shop at http://www.intracen.org/eshop

    Patricia Francis, a citizen of Jamaica, has been appointed Executive Director of ITC. Th e appointment was made by United Nations Secretary-General Kofi Annan and WTO Director-General Pascal Lamy. Ms Francis will serve for a period of three years, beginning in June 2006. "Patricia Francis will bring a wealth of experience and knowledge to ITC. I look forward to working closely with her to further the interests of developing countries," said Mr Lamy.

    © International Trade Centre, International Trade Forum - Issue 4/2005 From 1 January 2006, the cost of a yearly subscription to Trade Forum will be US$ 45. The new price brings the magazine in line with similar publications. ITC will continue its efforts to keep the price as low as possible in

    At ITC's Executive Forum, Trade Forum interviewed Tariq Puri, currently Pakistan's Economic Minister to the European Communities in Brussels and formerly Vice Chairman and Chief Executive of Pakistan's Export Promotion Bureau.

    Interview with Simon Anholt, Earthspeak A country's "brand" can help or hinder its exports. Plugging into the essence of its people, institutions, geography, history and culture, a nation can create a brand strategy that shows its true, distinctive self.

    We discovered, almost by accident last year, how countries are "putting their stamp" on trade. Research on stamps came up as part of the creative design process in profi ling case studies on successful trade development projects. While we did not include stamps in the final result, we were struck by the results of a search for stamps on the Universal Postal Union's online database. (Stamps are catalogued from the year 2000; we inserted a variety of key words dealing with trade.)

    Simply building a web site won't bring visitors. It takes careful strategy and targeted marketing to lure visitors to the site once, and even more work to bring them back

    Most major e-publishers now provide RSS (real simple syndication) feeds - essentially automatic summary updates of topics that you choose - in addition to the e-mail alerts they send out on the subjects that they want you to receive.

    WTO head Pascal Lamy urges developing countries to invest in service talks.If the Doha Development Agenda is to be completed in December 2006, there will need to be basic movement on several issues to match the ambitions expressed in the title and goals adopted for the round in 2001. Among these issues are services.

    Trade Forum takes up the issue of trade in services once more, which we covered in detail earlier last year (see Why Services Matter).

    Communications plays a key role in every organization that wants results. A strategic approach can help them use resources effectively to achieve their goals.

    If you promote the potential of trade for development, look twice at the power of strategic communications.

    This collection of articles covers legal aspects of international trade, informs you on the use of model contracts and provides advice on avoiding and managing commercial disputes.

    International trade treaties such as the WTO Agreements and others are shaping the way trade is conducted - but developing countries risk falling behind because they are not adopting important existing treaties, or contributing to new ones. About 600 multilateral trade treaties exist, and more are coming into being.

    This table shows the state of ratification by UN member countries, as of 1 January 2005, of 205 major multilateral trade treaties covering contracts, customs, dispute resolution, environment and products, finance, illicit trade, intellectual property, investment, transport, treaty law and WTO agreements.