“…The activities of commercial diplomacy (see Table 1) are often described in the literature. Studies mainly describe the effectiveness of FDI attraction programs (Lim, 2008;Sethi et al, 2002), the effectiveness of trade and export promotion programs (Alvarez, 2004;Freixanet, 2012;Kotabe & Czinkota, 1992;Wilkinson & Brouthers, 2006;Yannopoulos, 2010), the organization of trade shows, trade fairs and foreign missions (Alvarez, 2004;Richardson et al, 2012;Rose, 2005;Seringhaus & Rosson, 1994;Spence & Crick, 2004;Wilkinson & Brouthers, 2000a), the value of commercial diplomacy (Busschers & Rue¨l, 2012) and networking activities (Lawton & McGuire, 2001;Saner et al, 2000;Sanyai & Guvenli, 2000). However, the positive effect of trade and export programs is not ubiquitous as Alvarez (2004), Narula and Dunning (1998), Richardson et al (2012), Spence and Crick (2004), Wilkinson and Brouthers (2000a) and Yannopoulos (2010) show.…”