Export challenges and potential strategies : Canadian manufacturers in the Chinese market

Purpose – This paper aims to examine the case of Canadian manufacturers involved in the Chinese market. In particular, it seeks to look at the challenges of entering a new export destination, including access to market intelligence. It also aims to analyze recent performance. Design/methodology/approach – A postal survey of Canadian manufacturers that examined the myriad challenges and strategies for manufacturers serves as the basis for this research. Findings – The findings show that, for these manufacturers, face‐to‐face contact is important in the Chinese market. The group of exporters, on average, was not as dependent on the US market. Perhaps most importantly, export success is not limited solely to larger manufacturers. Research limitations/implications – The small sample size and survey structure limited statistical analysis. Firm‐level interviews need to be conducted in order to examine unique export success strategies in this booming market. Practical implications – The findings show that in‐person business relationships are important in the China market. Also, export success is not limited solely to larger manufacturers. Companies involved in implementing lean techniques tended to view China as an opportunity (rather than a threat) at a much higher rate than other manufacturers. Originality/value – The paper provides an examination of manufacturers attempting to enter a relatively new market after years of regionally focused sales to a mature customer base.