This empirical exploratory study is part of a larger comprehensive study of countertrade in the Asia-Pacific region. A structured interview of 60 South Korean international trading firms during the latter half of 1990 reveals that a positive attitude toward countertrade exists among both countertraders and non-countertraders in South Korea. Further, except for a few statistically significant differences, there is general agreement among both countertraders and non-countertraders as to the differences faced, reasons for not countertrading, and benefits derived from countertrade.

Countertrade transaction is considered as an alternative of traditional trade by companies or governments around the world, but it represents more than just alternative. This paper presents an analysis of Countertrade Outlook(weekly). First, the various forms of countertrade covered in this study are explained and illustrated with recently reported Korean countertrade transactions. Second, current data on countertrade transactions for 1988 and the first half of 1989 are analyzed. The analysis covers the frequency and relative importance of countries involved, forms of countertrade used, and types of products imported and exported by Korean consistent with earlier studies on countertrade. Finally, the implications are discussed. International marketing managers need to be aware of recent trends in countertrade, and developments in Korean government policy. This knowledge will enable them to identify, and to take advantage of, emerging opportunities in the Korean marketplace.