Targeting export support to SMEs: Owners' international experience as a segmentation basis

This paper addresses the issue of how export support programs can be effectively targeted to SMEs. This paper argues that the normally low awareness and usage of export support programs among SME owners can be countered by segmentation based on their level of export experience. The paper develops a theoretical rationale for this segmentation basis and develops hypotheses related to it. The hypotheses are tested, and largely supported, using data from Canadian SME exporters and pre-exporters. Results indicate that segmentation based on owners' level of export experience can be an effective supplement to current segmentation bases. Implications of the results for providers of export support services are discussed in the concluding section.