Marketing and the Public Sector: An evaluation of Sister State Agreements as an International Marketing Device

Abstract

Government intervention practices and policy development in the market place is no new phenomenon. This is especially true of economies that are separated from the major world trade regions such as North America and North Europe. Australia due to its relative short industrial history and location is one such economy. The country is highly dependent on imports of products and services. The costs being serviced substantial by price sensitive export commodities with prices usually set by world supply and demand conditions. The State and Federal Governments by necessity have become proactive in assisting industries in export efforts. One key component of public policy and marketing is the instrumental role played by Sister State Relationships, which are high-level government-to-government agreements. However despite their international trade importance they have not been subject to extensive research. This paper explores Sister State Agreements in the Australian context. The article comprises the development and application of a two-dimensional screening grid map. The axes of the map utilises multiple construct variables. The map is designed with a view to examining how public sector marketing practitioners can advance the effectiveness of trade outcomes.