export commitment. export proactivity

The aim of this research is to investigate the effective factors on export performance with the mediating role of marketing mix adaptation in the exporting companies of Khuzestan province. The statistical population of this research is the managers and supervisors of the sectors related to exportation in the exporting companies of Khuzestan province. Since the level of analysis of this research is the company, the questionnaires were distributed as a census among the companies and 83 questionnaires were received from 34 exporting companies. The data were analyzed using SPSS and Smart-PLS software. The results of the research revealed that export proactivity had a positive and significant effect on the marketing mix adaptation and in turn the marketing mix adaptation had a positive and significant effect on export performance. In addition, the mediating role of marketing mix adaptation with regard to the impact of export proactivity on export performance was confirmed. However, the effects of export commitment and perceived market distance on marketing mix adaptation were not confirmed. In addition, the mediating role of marketing mix adaptation with regard to the impact of export commitment on export performance and with regard to perceived market distance on export performance was not confirmed.