Performance evaluation of an Export Promotion Agency

: Music Finland case study

Abstract

This dissertation focuses on performance evaluation of export promotion agencies (EPA) through a case study on Music Finland, an export promotion agency, and their initiative in the UK. The organization’s current actions to promote Finnish music in the UK and the metrics in place are examined in detail, followed by a literature review of extant theories on the related topics of exporting, branding and country-­‐of-­‐origin effect. A new metric of applied service quality gaps analysis is introduced to identify follow-­‐up procedures for the organization to implement in the future. Within the UK initiative Music Finland promotes Finnish artists through allocating funding, providing marketing assistance, organizing promotional activities and offering training to increase export know-­‐how, which is well in line with the EPA activities identified in the literature. The current metrics are mainly financial and descriptive, with a relatively strong focus on collecting client feedback. In line with previous research findings in literature that emphasize the importance of a strong organizational brand, service quality and stakeholder relationships, a new metric of service quality gaps analysis is introduced to assess the service quality perceptions of the UK partners and Finnish client organizations. The management practices and metrics in place together with the service quality gaps analysis can be used as a benchmark for other EPAs on performance evaluation, and can provide basis for further research in the field of performance evaluation of export promotion agencies.

Date of Award	2013
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rita Coelho do Vale (Supervisor)