This article reports the results of an exploratory study on export of textile and clothing by Zimbabwean companies. The objective of the study is to investigate the influence of organisational and behavioural characteristics on export entry decision, level of involvement, and hence performance. Observation shows most current textile and clothing exporters have limited exporting experience. Motives for entering exporting centre on the enticing export incentive, the shrinking domestic market, and the need to use excess capacity. During the period 1991 to 1996 there was a strong shift toward increasing exports by textile and clothing firms. Currently most exporters export through foreign agents and are concentrating on the European Union (EU) and neighbouring markets. The EU is strongly preferred because exports enter duty-free and quota-free through the Lome W Convention but most importantly, it offers market niches that are viable and stable.
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