حمید شاهبندرزاده

Export marketing experts and scholars believe that “identifying critical success factor in export performance” plays a vital and significant role in the current competitive market in order for an organization to increase export performance and achieve an acceptable level of that. This research project tried to identify and evaluate critical success factors in the performance of the Food Industry in Fars Province, in Iran. Thus, through a rigorous survey on the related literature to the field of export performance and various export performance models, a conceptual model was proposed, upon which internal factors ( company resources, company capabilities, and company traits), environmental factors (export barriers, export environment, government support, and suppliers), marketing factors (selecting the target market, design and packing, marketing survey, consumer satisfaction, and export marketing portfolio), and technological factors (utilization of information technology and the internet, utilization of Nanotechnology, and technological innovations) have been introduced as influential factors on export marketing performance. With regard to the purpose of this study, which is identifying export marketing performance critical success factors, the importance of each criterion and factor was first measured through the Analytical Network Process (ANP), and then the Structural Equation Modeling (AMOS) was used to analyze the data, in order to investigate all the 16 identified critical factors in the Food Industry. Results and findings suggest that all the above mentioned factors are export marketing performance critical success factors in the Food Industry. According to this study the order of importance of these factors is as follows: company resources, Industry and marketing environment traits, export marketing portfolio, utilization of information technology, export barriers, company capabilities, government support, utilization of Nanotechnology, using the internet, s