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Product and destination mix in export markets
ORI GIN AL PA PER
Product and destination mix in export markets
Joa?o Amador ? Luca David Opromolla
Published online: 9 October 2012
Kiel Institute 2012
Abstract This article studies the joint destination and product strategies of
exporters, using the universe of export transactions for firms located in Portugal in
the period 1995–2005. The article breaks down the annual growth rate of total
exports along different margins and details choices made by multi-product, multi-
destination firms regarding their export portfolio. In addition, the article looks at
similar features for the subsample of new exporters. We find that both the firm-level
extensive and intensive margins are important in driving the year-to-year variation
in aggregate exports. However, variation over time in the sales of continuing
exporters is mainly driven by their sales in continuing destinations. In addition, a
product’s export tenure within a firm varies largely across currently exported
products in the context of an intense activity of product and destination switching.
Moreover, the higher the importance of a product, the more its sales are concen-
trated in the firm’s top destination. Finally, the article finds that, while continuing
exporters enter new markets mainly by selling old products, new exporters access
new destinations mainly by exporting new products.
Keywords Multi-product firm Product scope Market penetration Exports
J. Amador
Nova School of Business and Economics, Campus de Campolide, 1099-032 Lisbon, Portugal
e-mail: jamador@bportugal.pt
J. Amador L. D. Opromolla ()
Research Department Central Bank of Portugal, R. do Ouro, 27, 1100 Lisbon, Portugal
e-mail: luca.opromolla@nyu.edu
L. D. Opromolla
UECE (Research Unit on Complexity and Economics), Technical University of Lisbon,
Rua Miguel Lupi 20, 1249-078 Lisbon, Portugal
123
Rev World Econ (2013) 149:23–53
DOI 10.1007/s10290-012-0136-z
JEL Classification F1 L25 D21
1 Introduction
The empirical research in intern
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