Patterns of Export Promotion Program Service Use across Export Stages

Abstract

Export promotion programs（EPPs）are widely used to support the internationalization of small and medium-sized enterprises（SMEs）, yet evidence on how firms at different export stages use specific services remains limited. This study examines heterogeneity in EPP usage and export-related capabilities using survey data from Japanese SMEs, classified into direct exporters, indirect exporters, and non-exporters. The results show that overall EPP usage is low across firms, with limited differences observed only for selected services. Non-exporters rely more on market-oriented seminars, whereas direct and indirect exporters make greater use of consultant services, indicating that EPP usage does not increase uniformly with export advancement. In contrast, exporters exhibit consistently higher international business knowledge, stronger executive commitment, and greater export-related production capacity. By including non-exporters and indirect exporters, this study shifts attention from program effectiveness to service-specific usage and capability alignment. The findings suggest that export-stage classifications alone provide an incomplete basis for policy targeting and under-score the importance of aligning EPP design with firms’ underlying capabilities and managerial engagement.