Assessing export performance: The forgotten role of export objectives

Although the assessment of export performance has long been an issue of concern in the literature, the "correct" conceptualization and operationalization of the construct has been problematic (Diamantopoulos 1998). Despite recent developments in the field, difficulties still exist in identifying and agreeing on what export objectives performance assessments should reflect and the appropriate measures for their study (Madsen 1998). This lack of consensus among researchers, has caused inconsistency in measurements, produced conflicting results detrimental for studying the determinants of export success and hindered theory development in export research (Katsikeas, Leonidou, and Morgan 2000).