Identify the Effects of Export Commitment, Price Adaptation and Number of Markets on the Export Performance

Export performance is one of the concepts highly stressed in the literature of international marketing. The aim of this paper is to identify the influence of firm behavior (number of markets، export commitment and Price adaptation) on export performance. The methodology of this study is quantitative، using survey research، with a sample of 37 export companies. Questionnaire was used for gathering data. The reliability and validity of this tool was confirmed. To test the hypothesis of the study، Structural Equation Modeling (SEM) and Smart PLS software were used. The results show that firms with high commitment are more willing to adapt their export pricing. These firms also perform better in foreign markets. Moreover، the results also indicate that adapting export pricing has a negative impact on export performance.