Import Protection, Export Promotion, and Product Positioning

The argument that import protection may lead to export promotion is examined from the marketing standpoint. The model shows that protection allows home firms to cover a larger portion of the domestic market than they otherwise would and to target market segments that are closer to the mainstream. At the same time, foreign competitors are forced to retreat to more idiosyncratic market segments of narrower appeal. Thus, protection gives home firms a product positioning advantage over their foreign rivals; this advantage translates into higher market share and profits—not only in the protected home market, but also in export markets.