WOULD-be exporters should exploit their connections and local knowledge, Austrade chief economist Tim Harcourt says.
In a postscript to his new book, The Airport Economist, Mr Harcourt listed 10exporting commandments, including taking advantage of big sporting events, using expatriate networks such as the American Australian Association in New York and seeking assistance from the Australian Trade Commission and its corporate partners to get a foothold in overseas markets.
Targeting "punters" who might choose his book to flip through in an airport bookshop, Mr Harcourt`s aim is to motivate and arm business people with some on-the-ground information.
Mr Harcourt`s second book reads like a business traveller`s diary with some Australian success stories thrown in and also hopes to break down economic jargon for students and aspiring small-business exporters.
"Economics doesn`t need to be complicated. It`s often wrapped up in dry jargon," he said.
"Exporting is not just for the BHPs and Rio Tintos -- exporters come in all shapes and sizes."
He said good exporters leveraged their networks from school, sport, associations and ethnic groups.
Under chapter headings such as "Sheikh, model and mall", "Free (trade) Nelson Mandela" and "Don`t buy from me Argentina", Mr Harcourt`s pop culture references fly hard and fast amid useful data on trade and commercial interests.
He noted that kosher Tim Tam biscuit exports in Israel are strong, complete with Hebrew instructions on how to do the "Tim Tam Slam" and that French surfers love Billabong boardshorts.
And he applauds family-owned Perth suncare product maker Ganehill for marketing prowess in using Megan Gale to endorse the products in Italy.
While the Australian dollar crept closer to parity with the greenback, Mr Harcourt said niche exporters should continue to forge relationships with overseas partners even at a net loss to a company.
"You don`t just duck out when things are bad. You stick with the relationships you`ve got," he said.
Mr Harcourt will launch The Airport Economist in Sydney with fellow Adelaide Unley High School past pupil and Deputy Prime Minister Julia Gillard on June 10.
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