According to the data, there is a low level of involvement by the exporting firms in
the marketing and final commercialization of the products. Consistent with this
finding, local distributors were found to be the principal distribution channels to reach
final customers, corroborating Kingshott and Pickering (2005) in this respect, and
successful exporters possess strategic allies in the places of destination. This last fact
is consistent with findings by other authors that strategic associativity (Gumede and
Rasmussen, 2002; Moguillansky et al., 2006; Lussier and Halabı´, 2008) and information
gathering of local conditions at destination (De Clercq et al., 2005) are activities
performed by successful exporters. Even though international trade fairs are considered
by PROCHILE (2005) as an important mechanism for exporting, the attendance to these
fairs was found not to be essential for success, however, it can be considered helpful to
reach new customers and in the promotion of products.