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Export strategies and performance in the CIS: case study evidence from the dairy sector

Case studies from the dairy sector shed light on patterns of internationalisation and determinants of export success in the Commonwealth of Independent States (CIS). International market orientation is, in general, weak: the majority of firms considered do not collect market research, have no marketing department, are unsure of competitors' strengths and weaknesses, and began exporting reactively. Some of the characteristics of flourishing exporters in CIS markets (investment in personal relationships and networks, fluency in Russian, lack of need to meet international and private standards) appear incompatible with success in non-CIS markets. This calls for the development of regional models of the determinants of export performance.