Directions for Advancing Export Marketing Theory in the Asia Pacific Region: What Can We Learn from Research in Other Regions of the World?

The aim of this study is to present directions for advancing export marketing theory in the Asia Pacific Region. To do so, I build on recent research in other regions of the world. Additionally, I build on exploratory findings on the exporting dynamics and processes used by exporting firms based in a European country (Portugal) that has suffered an “export boom” in the last two decades. My findings suggest that future export marketing research should better explore the relationships among past export performance, current export decision making and current performance. Moreover, in addition to a better understanding of the determinants of long-term export performance, a better understanding of short-term determinants is also required. Discussion centers on the research and managerial implications of these findings. Keyords: past performance, short-term performance, export performance, measurement, exporting, international marketing, marketing strategy.