Explores two theoretical constructs evident in the exporting area of the international marketing literature: export stimuli and export barriers. Takes account of the manner in which these explanatory variables can predict export behaviour among small and medium-sized firms. Discussion centres primarily on the tenet that a significant degree of dormant export potential tends to lie at the pre-export phase of export development; that is, encouraging non-exporters to become exporters is perhaps a more fertile area of interest for government than attempting to increase the export activity of marginal exporters. Uses classificatory schemas as a basis for conceptualizing export stimuli and export barriers for non-exporters, so as to provide a platform to establish the ingredients of these constructs. Conducts an evaluation of the advances in empirical research regarding export stimuli and export barriers in the form of a critique.
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