separates taste from quality and productivity (TFPQ) at the firm-product level. Export data by destination countries allow us to … revenue. Productivity (TFPQ) differences between firm-products become more prominent than taste in explaining export success … identify the level of taste from consumer heterogeneity across destinations. We decompose export revenue into the contribution …

taste decreases in distance but this relationship is not monotonic. The contribution of consumer taste to actual export … product quality explain twice as much of the variation in export revenues than cost. …

efficiency. First, treatment firms have higher productivity and quality after controlling for rug specifications. Second, when …