Drivers of export improvisation: empirical evidence from UK export manufacturers

What is it about?

Exporters require more and more agility to remain successful in the fluctuating international trade space. The ability to respond immediately to customer demands, to action their decisions, and differentiate themselves against the competition, all play a critical role. Therefore developing improvisational skills to compete internationally is the new normal. We show how to become proficient at improvising export decisions (what to do, but also what not to do!).

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