ABSTRACT
The theoretical discussions in Part I drew attention to relationships between certain key characteristics of firms and their export performance potentials. For example, it was suggested that the degree of export intensity and the resource commitment of firms depend on their size. Furthermore, the degree of international exposure and the experience of key managers are believed to have a powerful influence on their export decisions. Dichtl, Koglmayr, and Mueller (1990) describe the non-foreign-market-oriented managers as having the following characteristics:
See foreign countries/markets as very dissimilar to their own countries/domestic markets
Are old and have limited education
Are less proficient in foreign languages
Are risk averse, rigid, and unwilling to change
Display a principally negative attitude toward exporting as a possible company strategy
