Export promotion organization emergence and development: a call to research

Most existing research examines export promotion organization (EPO) performance by assessing how firms benefit from their awareness, perceptions and use of EPO services. Remarkably, few studies examine how EPOs decide which services they will offer. This paper is presented as a call for further research to better understand how and why EPOs determine, deliver and amend their service offerings. This paper first reviews the EPO literature linking EPO service offering to firm awareness, perceptions and use of EPO services, all of which ultimately impact firm performance. Next, it is proposed that both macro‐ and micro‐level approaches derived from the organizational studies literature can be used to explore more fruitfully the effect of EPO genesis and change on EPO services. Each approach is followed by a brief illustrative example. In conclusion suggestions for further research, proposed methodologies, and a discussion of the policy implications of this line of inquiry are presented.