A business that increases its percentage in a stagnant marketplace survives; a business that expands its share of a market that is growing thrives. There are federal and local initiatives meant to support business growth. They are receiving publicity but doing little to increase employment, because neither can increase sales year-after-year.

Canada remains our largest trading partner and a logical target market for first time exporters. We share similar business cultures, corruption is perceived to be low, and both nations offer intellectual property protections. Canada’s proximity means that logistics and transportation services are abundant and competitively priced.

When a business thinks of expanding its horizons beyond U.S. borders, whether due to product life cycle, economies of scale, or as a first-mover advantage, most are probably not considering the Middle East and North Africa (MENA). This column sheds some light on the region’s prospect for trade.

In January 2010, President Obama announced the National Export Initiative (NEI) with the goal of doubling exports over the next five years. It is estimated that 95 percent of the world’s customers are located outside of the United States.

Being successful in business means you have to know your environment. You have to know what is currently going on, and do your best to assess the opportunities and challenges the future might bring.

When considering how best to market the assets of New York’s Creative Core to a broad international audience, while getting the best return for our marketing dollars, I consider trade shows an important part of the appropriate marketing mix. From April 4 to April 8, I attended the mother of all international trade shows, representing New York’s Creative Core Region, in Hannover, Germany.

A growing number of Central New York businesses are using the economic situation as an opportunity to explore new markets, new products, and new opportunities. The result for many has been significant success.