In Thailand a mail survey in Thai1 was sent to 260 gems and jewellery companies (from the 1995-1996
Thailand Exporters List). The survey contained questions relating to export behaviour, competitiveness,
export promotion, commercial and political risk insurance. Following a three-step procedure with
telephonic follow-up, a low response rate of 27 % (71 firms) was obtained.
In Belgium the survey was sent to all Flemish firms that were active in the gems, diamonds and jewellery
business2. The list of these firms was primarily taken from the 1996 catalogue of the Jedifa trade
fair in Antwerp (14th annual Jewellery, Diamond and Watch Fair). In total 238 companies were contacted.
In spite of a telephonic follow-up, only 55 completed surveys (23 %) were returned3.
Cavusgil and Zou (1994) distinguish four aspects of export performance:
· achievement of initial strategic management goals
· average annual growth rate of export sales
· profitibability of exporting
· management’s perceived export success
The measures that were used in the survey to indicate export performance relate to the last two aspects.