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Perception of risk, profit and obstacles to initiation of an export marketing is important in determining the firm's export involvement. Research findings indicate that non‐exporters do not have different perception of export profitability and riskiness from exporters. However, non‐exporters believed exporting requires too much up‐front cost in order to initiate an export program. Moreover, non‐exporters perceive the difficulty in finding foreign markets as the major obstacle to export, while exporters believe that the high value of dollar is the major obstacle to their export involvement.

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