MOTIVATIONS, SUCCESS FACTORS AND EXPORT RISKS: CASE OF SATEREX-IRIS

This article sought to investigate facets of the export process, namely the variables that encourage or push enterprises to enter international markets, the factors that must be regulated in order to succeed in these markets, and the obstacles and hazards that impede their export activities. To better understand these elements in a specific context, we conducted interviews with management at an Algerian company that regularly exports tires. As a result, it is vital to note that hydrocarbon products account for more than 90% of Algerian exports. As a result, the case of SATEREX-Iris is deemed a successful exportation activity. The exploratory nature of our inquiry prevents us from applying our findings to other Algerian exporting enterprises; yet, these latter reveal certain aspects of the country's export activity, highlighting uniqueness. Indeed, as part of this case study, it was found that distinct triggers pushed the company to expand internationally; these were more proactive in nature. However, some of the hazards and problems indicated by respondents are more related to the environment of their place of origin. These findings are interesting because they demonstrate that the most influential blocking variables are exogenous and so cannot be controlled by the company, but rather relate to the specific context and national environment in which Algerian enterprises operate. It would therefore be prudent for Algerian public authorities to implement public policies aimed at creating an environment conducive to foreign corporate participation.