Segmenting U.S. firms for export development

In attempting to aid firms in their exporting efforts, various segmentation approaches have been developed by government agencies and research groups. Each of these segmentation schemes aims at the identification of specific export needs within different groups of firms. The four major approaches suggested in the literature propose to differentiate firms into groups based on the level of international activities, managerial attitudes, size, and service orientation of firms. The research presented in this article investigates these four segmentation approaches by applying them to common data collected from small and medium sized U.S. manufacturing firms and investigating their effectiveness in differentiating among groups of firms. The results indicate that the differentiation of firms according to their level of international activities is the most effective one of the four approaches investigated. Subsequently, various specific needs of exporting firms are presented and a redirection of current export promotion efforts is suggested.