In drawing attention to certain important gaps in the export marketing
literature, this paper reports on a systematic study of critical factors for
export success of small and medium-sized manufacturing firms in Canada. In this
ethnocentric context, an attempt is made to investigate the presence of
potentially significant differences in perceptions of key export success factors
based upon export development, firm size, and product type. The study results
point to the importance of the level of export development, product type and, to
a lesser extent, company size in influencing exporter perceptions of factors
contributing to export success. The implications of the findings for business
practitioners and public policy makers are discussed, and avenues for future
research outlined along with the limitations of the study.
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