Export Performance Clusters of the Hungarian Enterprises: What Factors are Behind the Successful Export Activities?

The objective of this paper is to provide a deeper insight into the main characteristics of Hungarian exporters between 1999 and 2013. The text addresses the questions how exporters can be grouped according to their export performance, what kind of groups can be identified, and what their main characteristics are. The research is based on Hungarian Competitiveness Research of 1999, 2004, 2009, 2013. Cluster analysis was selected as a key research method. Four different clusters were identified. The most successful export-oriented companies produced more than 60% of export revenue in all databases, they had the highest export revenue, highest export intensity, and their profitability was over industry average except in 2009. Significant differences can be observed between the two groups. Leading minor exporters had significant higher profitability and better operation than minor exporters. The implication of the research can be beneficial for both those studying exporters and the firms themselves. The research suggested hat lower price is a less important success factor than quality, relationships, fast and flexible delivery. The applied methodology can be useful for export researchers. The paper highlights the heterogeneous feature of exporters. Each cluster has special characteristics which required different analysis. The research underpins that operational excellence is necessary to export success, but it is not enough.