From: Moçambique: Increasing economic growth and political stability in the post civil-war era: Useful strategies: Summary of an organizational consultation completed in November 1991© 1992, 1999, 2016 by Stan De Loach, Ph.D., organizational consultant
7. Export strategies
product, preferably a natural one salable on the world market and already
familiar to national agriculture, should be developed as the product identified
with and promoted in close and repeated connection with
This marketing technique has positive consequences. The production and sale of the item stimulate the economy. By always mentioning the source country, the publicity used to promote the product raises awareness of the country's existence as a tourist destination. Global marketing of a product allied not to aggressive pursuits, but rather to humankind's fundamental need for food, is effective and secondarily invaluable from a public relations standpoint. The growth of national pride in a quality product whose source is recognized worldwide is a worthwhile concomitant of such a program.
In the case
of Moçambique, the cashew nut is an obvious candidate for the product
associated with the nation. No other country has attempted to appropriate
the cashew for marketing purposes. Various flowers and textiles are
also possibilities. The product selected should be available without
interruption so as not to undermine the effectiveness or halt the momentum
of the campaign. The nation should be capable of producing a supply
commensurate with the demand created.
Reports on consultations in other