EXPORT PERFORMANCE AND FOREIGN MARKET INFORMATION: RELATIONSHIPS FOR SMALL HIGH-TECHNOLOGY FIRMS

This article summarizes a research project which focused on the role of external information sources on the export performance of small high-technology companies. As a first step the authors developed a conceptual model of the general problem based upon existing knowledge. This framework identified the interaction between sources of information, basic firm strategies, and perceived international marketing problems and barriers on overall export performance. A questionnaire was then utilized in interviewing 85 high-tech firms in Ontario who, on average, have sales of $7.8 million and 100 employees. The investigation sought client responses relative to a number of specific questions: total of fifteen possible external sources of information were tested relative to extent of use. Respondents then identified ten major problem areas with these particular sources which are rank ordered. The existing export performance of the sample firms was measured on both the level of growth and degree of intensity. In the area of general firm strategies, the study classified the existing practices along two fundamental lines—world versus nearest-neighbour market orientation and a marketer versus seller approach to the market.