There has been a proliferation of research published over the past three decades on export marketing (e.g. Aaby and Slater, 1989; Cavusgil and Zou, 1994; Styles et al., 2008). However, what stands out in the previous exporting literature is the multiplicity of views regarding the determinants of export marketing performance, the appropriate measures of export marketing performance and the nature of the relationships between the antecedent variables of export marketing performance and other dependent variables (Cavusgil and Zou, 1994). The researchers in this field suggest that it is partly due to the poor conceptualization of the measures of export marketing performance (Cavusgil and Zou, 1994), the weakness in the theoretical foundations of the export marketing performance literature and its irrelevance in practice. In one of the state-of-the-art reviews, Gemunden (1991) stated that there are over 700 explanatory variables that have been advanced in the literature as possible determinants of export marketing performance. Dhanaraj and Beamish (2003) suggested that there is a need for a parsimonious model of export marketing performance and its determinants so that it can be understood and implemented by practitioners. Currently, in the literature there is minimal consensus on a parsimonious model of export marketing performance. As with the number of studies over the last 30 years there have been many different theoretical approaches used in export marketing research to explain the antecedents of export marketing performance and other related dependent variables.