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چکیده
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Background: how to overcome the problems experienced by companies trying to
expand beyond domestic markets, using effective strategies to achieve
competitive advantage in the markets international is an issues that concern today
for many companies and their managers has become subjective. Such success
requires attention to marketing strategies and strategic orientation of company
managers that improved export performance and the success of the companies
burdened.
Aim: the aim of this study is to investigate the effect of strategic orientation and
marketing mix adaptation on export performance in Export Companies.
Methodology: a total of 29 copanies in Bushehr Province were studied and data,s
were gathered. Finally, the structural equationmodeling with partial least square
approach was used to examin hypotheses.
Conclusions: The results suggest that the adaptation of the marketing mix
strategy has the most effect on export performance .and After that(marketing mix)
strategic orientation has a significant effect on export performance. Also, through
the adaptation of the marketing mix, product adaptation has the most effect on
export performance and adapting to the tactics of pricing, promotion and
distribution also have the most effect on export performance. . In addition, the
results show that the proactiveness and risk- proclivity and future orientation also
have the highest impact on export performance and significant impact on export
performance is not Aggressiveness.
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