Effects of Strategic Orientation and Marketing Capabilities on Export Performance

Nowadays, the development of non-oil exports is one of the strategic objectives of the country. That Special attention to this inducement has increased economic growth and employment. On the other hand one of the most important and effective ways on increase exports is improve the export performance of the firm's business. So, in this study, the effect of strategic orientation and marketing capabilities on export performance has been investigated. The sample of this research includes 313 commercial firms in 7 Province of the Iran. The data analysis has been done using the LISREL 8.5 and SPSS 16 software. The results indicate that the marketing capabilities have a positive significant effect on the export performance. Customer orientation, competitor orientation and cost orientation have a positive significant effect on the marketing capabilities whereas positive effect of the innovation Orientation on the marketing capabilities has not been confirmed. Customer orientation and cost orientation have a positive significant effect on the export performance while the positive effect of the competitor orientation and innovation Orientation on the export performance has not been confirmed. At the end, in order to improve the firms’ exporting performance some suggestions have been proposed also for the future studies.