Research pick: Getting down to business - "Critical success factors in exports: evidence from technical consultants in a Brazilian export support program"

A study in the International Journal of Business and Emerging Markets has looked at the performance of small and medium-sized enterprises (SMEs) and found that there are several factors that determine whether they succeed in international markets. The findings move the attention away from the firms themselves to the consultants who advise them.

The research draws on the experiences of export consultants working within a Brazilian public support programme. Unlike individual firms or policymakers, these consultants observe multiple businesses across industries and over extended periods, which gives them a unique perspective. Their insights can show the patterns in how SMEs approach exporting and where they tend to encounter difficulties.

The work focuses on critical success factors, the essential areas that a business must manage effectively to achieve its objectives. In the area in question, exporting is not treated as a single decision but as a process requiring different capabilities and conditions to work together for success.

Among the most prominent of these factors is accumulated knowledge of international markets. This means knowing what foreign customers like, what the rules are, and how to deal with competition. Such knowledge is built over time and is linked to long-term commitment. Firms that treat exporting as a long-term strategic activity, rather than a short-term opportunity, are more likely to establish a stable presence abroad, the research suggests.

The team also found that having a clear export strategy was also a decisive factor. SMEs with structured planning regarding which markets to target, how products should be positioned, and how resources are allocated were generally more successful than those pursuing sporadic opportunities. In addition, management capability and product quality, as well as external factors, had an effect on success.

Critically, the work showed that no single factor alone guaranteed success. Rather, export performance depends on how well an SME coordinates all of these elements by taking a resource-based view.

Dorneles, C.P., Vieira, G.B.B., Lazzari, F., Salvador, C.K. and Ceballos-Ramírez, S.L. (2026) ‘Critical success factors in exports: evidence from technical consultants in a Brazilian export support program’, Int. J. Business and Emerging Markets, Vol. 18, No. 6, pp.1–28.