Perceived export performance: The invisible part of the iceberg

This study offers a more fine-grained view of perceived export performance (EP) and map out the key aspects this phenomenon from perspective SME managers. Particularly, we explore differences in managers' practices their perceptions about underlying EP, including level analysis, type performance, mode assessment, criteria, time frames, frames references. Furthermore, some reasons for variations EP assessment practices. adopts an inductive approach based on semistructured interviews with 20 exporting SMEs New Zealand. We observed that firms exhibit distinctive behavior depending ownership, stage internationalization, psychic distance toward target markets. challenge assumption single, universal evaluation model can be used suggest appropriate conceptualization should dictated by each firm's strategic orientation.