Do service and merchandiseexporters behave andperform differently?

Research on export behaviour and the determinants of export performance of manufacturing firms abounds in the literature. By contrast relatively little research has been undertaken that focuses on service exporters despite the growing importance of service exports in most advanced industrialised countries. This paper compares the export behaviour and performance of service firms to those of manufacturing firms. The study is based on a survey of 155 small and medium size exporters from New Zealand. The results suggest that service exporters are distinctively unique in many respects and exhibit export behaviours that are different from exporters of merchandise. Generally, service firms have greater flexibility to adapt their products to the specific requirements of their customers, use direct export channels more often and are also more proactive than merchandise firms in the establishment of future export strategies. Overall, the size and commitment of service exporters have the greatest influence on their performance.