<![CDATA[This study analyzes the implementation of strategies by the Bandung Chamber of Commerce and Industry (KADIN) in preparing micro, small, and medium enterprises (MSMEs) to enter export markets as a local Trade Promotion Organization (TPO). Using a qualitative approach with a single case study design, data were collected through in-depth interviews, observations, and documentation. The findings indicate that KADIN Bandung has translated export promotion instruments into five capacity-building stages: socialization, product curation, standardization, consultation, and business matching. However, a “natural selection” or drastic attrition phenomenon was identified, where only approximately 10% of MSMEs successfully reached the real export stage and only 20% consistently utilized digital platforms. Analysis using the Edwards III model reveals that strategic effectiveness is hindered by passive communication patterns, limited independent resources, gaps in MSME disposition, and suboptimal cross-institutional bureaucratic coordination. The novelty of this study lies in dissecting the attrition mechanism within the coaching pipeline of a local-level TPO, emphasizing the need for strategic reorientation toward proactive communication and a strengthened, integrated support ecosystem.]]>
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