The environment varies greatly because of difference in language , customs and traditions .   Yes . This gap can be filled by export market research before exporting .   But the importance of the export research is often neglected by the managers .   That's right . They do not appreciate its value and consider it to be a luxury .   Therefore , when enterprises are spending a lot of money in trying to penetrate a new market , they should research whether their products can be sold at high enough a price and in a satisfactory amount .   Exactly ! 