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Why are some companies successful in exporting, while others realise only modest results? A study of 165 small and medium‐sized firms in The Netherlands was undertaken in an attempt to explain differences in export success between exporting companies. The results show that the most important universal success factors are: unique products, good communication and personal contact, focus strategy, positive attitude and commitment towards exporting and foreign countries, market knowledge and effective use of distribution channels. Conclusions indicate that much more research is needed into situational determinants of export success.