Improving export marketing intelligence and planning with the aid of a teaching company scheme
Describes the implementation of an SERC export marketing teaching company scheme (TCS) involving a small Northern Ireland firm and marketing staff from the University of Ulster. Outlines how a mutually-beneficial, tri-partite relationship was formed to harness additional human and financial resources in order to improve the export marketing intelligence and planning activities of the case firm. Evaluates and discusses the outcomes of the TCS from the perspective of the firm, the teaching company associates, participating academics - and their institution - and the Teaching Company Directorate. Finally, commends teaching company schemes to other small firms faced with similar resource constraints.