The importance of export performance measurement has long been acknowledged in the literature and various conceptualisations of export-related behaviours have been linked to performance variables. From a research perspective, such emphasis on performance aims to explain why some firms are more successful than others in the export front and seeks to develop empirically-based guidelines on how exporters could perform better than they do. From a business perspective, sound measurement of export performance is essential for managers to be able to evaluate the impact of their decision making and therefore assess the extent to which their firms' export objectives have been attained.