ABSTRACT
Exporting, as opposed to other modes of foreign market entry, is the quickest and easiest way for firms to penetrate foreign markets and engage in internationalization (Johanson & Vahlne, 1977, 1990; Root, 1994). It requires fewer organizational resources, provides greater flexibility for managerial actions, and involves lower business risks than other modes of entry such as licensing and equity investment (Leonidou, Katsikeas, Palihawadana, & Spyropoulou, 2007). Globalization and the rapid growth of international trade have further made it imperative for firms to seek opportunities for market expansion. Governments in emerging economies have increasingly provided incentives for both local and foreign-invested firms to actively export and compete in foreign markets (Aulakh, Kotabe, & Teegen, 2000; Kotler, Jatusripitak, & Maesincee, 1997; Luo, 2000). Given that many firms from emerging economies lack experience in marketing their products abroad, it is imperative for them to comprehend the impetus for export behaviors and, more importantly, the outcomes of such behaviors. However, there have been few empirical studies conducted on export behaviors of firms from emerging economies or the performance implications of such behaviors (e.g., Aulakh et al., 2000). This represents a notable research gap in exporting.
