Purchasing's Views on Countertrade

Abstract

Countertrade is a growing practice worldwide, yet one that many purchasing professionals are unfamiliar with. This article reports the results of a nationwide survey on purchasers' perceptions of countertrade. The survey was sponsored by NAPM's Center for Advanced Purchasing Studies. Results indicate that purchasers who have participated in countertrade have a more positive attitude toward the practice than those who have not. Participants' firms also tend to be larger and more deeply involved in international purchasing than nonparticipants' firms. Firm size, familiarity with international markets, and greater receptiveness to countertrade opportunities may be important factors in determining countertrade success.

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