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Export Performance Measurement: An Evaluation of the Empirical Research in the Literature

You don’t have to be a marketing expert to practice social marketing. It does, however, help to understand a few basic marketing principles: ä Know your AUDIENCE (really!) and put them at the center of every decision you make. Social marketing begins and ends with your target audience. In order to understand why your audience isn’t doing what you want them to do, you must understand what barriers are getting in their way. Understand also that you are not the target audience! ä It’s about ACTION. The process of heightening awareness, shifting attitudes, and strengthening knowledge is valuable if, and only if, it leads to action. Be clear in what. | Sousa Export Performance Measurement An Evaluation of the Empirical Research in the Literature Export Performance Measurement An Evaluation of the Empirical Research in the Literature Carlos M. P. Sousa University College Dublin Ireland Carlos M. P. Sousa is Lecturer Assistant Professor in Marketing at The Michael Smurfit Graduate School of Business University College Dublin Ireland. Address for correspondence Department of Marketing The Michael Smurfit Graduate School of Business University College Dublin Blackrock County Dublin Ireland Tel 353 1 716 8811 Fax 353 1 716 8993 Email Carlos.Sousa@ucd.ie. The author would like to thank the editor James W. Gentry and the three anonymous reviewers for their valuable comments and suggestions. EXECUTIVE SUMMARY Increased globalization of trade has led a growing number of firms to search beyond their traditional domestic markets and focus on high-growth export markets not only to expand but also to ensure their very survival. As a result the role of exporting in firms activity has become increasingly important. Recognition of this is reflected in the fact that the area of export performance has been gaining increased attention among academics and managers. Research into export performance dates back to the innovating work of Tookey 1964 since then there have been numerous studies published over the last four decades that have been concerned with the export performance of the firm. However in spite of these research efforts there is a lack of synthesis and agreement in the conceptualization and operationalization of the construct. This paper reviews 43 empirical studies concerning the measurement of export performance published between 1998 and 2004. The study is organized into four sections First a description of the review methods including the criteria used for a study to be eligible for inclusion. Second the descriptive properties of the 43 studies selected are summarized and evaluated along three dimensions a fieldwork