International diversification through exporting provides an opportunity for firms to broaden their market scope and improve performance. When venturing abroad, firms are increasingly attending to their channel strategies. Practising multiple channel strategies has been found to be valuable for achieving a sustainable competitive advantage. Research that employs frameworks that reduce channel decisions to a binary one is limiting.This study incorporates jointly transaction costs and resources availability in assessing different export channel choice configurations and their performance, thus addressing calls in the literature for these considerations to be jointly evaluated. This thesis extends current research by The performance effects of choosing export channels according to the transaction cost economics (TCE) and resource based (RBT) theories are also investigated. This study shows that asset specificity and diversity affect performance. Finally, this research shows that each predictor is significant for these channel choices only over particular ranges of each predictor variable.This research makes theoretical and empirical contributions to the TCE and RBT literatures by extending them to a multiple channel choice model. This approach looks beyond binary decisions to consider the varied channel choices that firms face. While this study integrates into one model efficiency aspects that explain these channel configurations, it also considers the value created by such decisions. As this approach demonstrates, when a channel configuration is chosen at different levels of the predictors, a more fine-grained analysis is made of the channel decisions firms face today. This study thereby offers a more refined understanding of the international channel choice phenomenon than is currently available in the literature.ii