Level of analysis in export performance research

Purpose – The purpose of this paper is to provide researchers and journal reviewers with guidance regarding the appropriate level of analysis when developing and testing theory on export performance determinants. The authors’ focus is on the implications this has for the measurement of export performance. Design/methodology/approach – The paper takes the form of an essay. Findings – Researchers should measure export performance at the level at which the theory is developed. Most export performance theory developed is inherently export function level theory, requiring export function level measurement of performance. Less commonly, researchers may develop theory at the intra‐firm level, which requires performance data from multiple export ventures within firms for theory testing purposes. Researchers rarely have cause to collect data from a single export venture from firms, since data at this level are unlikely to generalize to the firm as a whole, and may lead to a biased picture of the determinants of overall export performance. Originality/value – Researchers sometimes find that their passage to publication is blocked by reviewers who insist that measurement of export performance should occur at an incorrect level. Typically, the reviewer demands export performance assessment at the export venture level when the theory being tested is inherently an export function level theory. In this paper, the authors hope to correct poorly informed opinion regarding the use of venture level export performance measures, and encourage the use of measures of export performance that match the theory being tested.