A study of Philippine houses as export promotion tools of the Philippine government

• Main Author: Diño, Ricardo H.
• Format: text
• Language: English
• Published: Animo Repository 1975
• Subjects: Investments (Foreign) > Philippines; Export trade; Advertising and Promotion Management; International Business
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/352
• Institution: De La Salle University

This study presented the operations, policies and objectives of the Philippine House to see whether improvements can be instituted to make them effective export promotion tools of the government. The study utilized a combination of comprehensive description and comparative analysis of existing policies and guidelines observing current situations. Official documents and publications were also analyzed and corroborative interviews were conducted with the proper officials of the Department of Trade. One main conclusion was drawn from the study. There were no clearly defined and consistent objectives for the Philippine Houses. This lack has manifested itself in the different types of Philippine Houses, the selection of sites for Philippine Houses, the selection of management and the selection of products for display. Furthermore, it has affected to a great extent the specifications of its functions, the evaluation and control of individual House performance, the administrative guidelines, and the organization and functions of the Philippine House Coordinating Office. An examination of the available documents showed that objectives of Philippine Houses indicated they were generally stated and inconsistent. It should be noted that the sources from which these observations were made were in force and operational as of 6 March 1975. As to the various functions performed by the Houses, it can be seen that the functions were not clearly stated and neither were they consistent. The activity areas ranged from the economic to the cultural, while the functions ranged from display to sales.