Abstract:

This article aims at testing the impacts of the firm’s characteristics, the perception of stimuli and the adaptation marketing mix strategy on export performance. The empirical part was applied on a sample of 120 companies based on the comparison of three major sectors in Tunisian industry. Our results show that the business segment, the number of countries served and the strategy of adaptation of the export marketing mix have an impact on the performance of the exporting countries. However, out of 20 export stimuli, only four have an impact on export performance. These are the existence of special managerial interest, the identification of better opportunities abroad, the possession of exclusive information on foreign markets and the favorable exchange rate.