Model of export performance with the competitive capabilities approach of small and medium enterprises exporting citrus in the northern provinces of Iran

Strenthening non-oil export is a strategic concern of I.R. of Iran and the export of Iran’s citrus fruits can play an important role to this end. This paper aims to use the competitive capabilities approach for Iran’s northern provinces citrus export. The model consists of key variables including: Firm capabilities, management capabilities, export targeting, marketing mix strategies and environment factors. Data was collected by a questionnaire which completed by top managers of citrus exporting SMEs of northern provinces. Results show that the export targeting and marketing mix strategy have positive and significant effect on the firm’s export performance. Also, the management capabilities and micro environment through marketing mix strategy indirectly have positive effect on the SMEs performance.