“In-And-Out” Export Criticised

Press, Volume CIX, Issue 32053, 30 July 1969, Page 8

“In-And-Out” Export Criticised

It was not hard for a businessman to go overseas and come back with a few orders and a good public relations story, but this was not exporting in any real sense, said Mr W. G. Kerslake, trade promotion officer of the New Zealand Manufacturers’ Federation, yesterday.

He told the export seminar in Christchurch that the “in again-out again” form of exporting was rarely profitable, did little to improve the New Zealand balance of payments permanently, and unless adequate follow-up was provided, could do considerable damage to the reputation of New Zealand companies as reliable suppliers. Permanent advantage to New Zealand would only accrue if continuous export business is built up, he said Continuity depended on whether export business was profitable and the building of

permanent profitable markets involved a great deal of management skill and planning. Within New Zealand there was an urgent need for more planning and earlier decisions on supporting the country’s overseas trade promotions. As there was a greater realisation of the value of team effort which was aimed at getting the greatest benefit from exports for everyone concerned, he was confident that through planning, earlier decisions would be made to take advantage of and support promotions overseas, Mr Kerslake said.