Marketing Strategies between Dumping and Anti‐dumping Action

Dumping is a permanent feature of marketing strategies of numerous firms aiming to increase their market share, to optimise the volume of their production or to maximise profits through price discrimination. Anti‐dumping complaints are increasingly resorted to as a defensive tool to stop the challengers. A brief summary of the basic issues involved is offered and relates them to marketing concerns in export operations. Considers the essential mechanics of anti‐dumping actions and shows how they are used to gain a strategic advantage. Discusses the elements of the export marketing mix which should be subjected to self‐restraint to minimise the threat of anti‐dumping accusations. Concludes by presenting a number of the marketing options that are at the disposal of a dynamic exporter to move potential antagonists in the area of anti‐dumping closer to a co‐operative partnership.