Surveying the Relationship between Strategic Inertia and Export Performance: (Case study: Exporting Firms of Tehran Province)

There is a more serious danger of bankruptcy and leaving the market in many industries because right now the size and times of the changes ahead of them is increasing. These alterations are rapidly changing the platform and the context in which the strategies are being designed and performed as well as the information and tools that managers have at their disposal. With regard to the fact that the successful implementation of the firms’ strategies in the world markets requires the adaptation of Mixed Marketing elements with its strategies. the main goal of the present research is to study the relationship between strategic inertia and export performance. In this regard, 300 exporting enterprises in Tehran were selected as the research sample, the data were collected through the use of questionnaires and interviews, and data analysis was carried out by using Spss software. The findings of the research show that most of the Iranian exporting enterprises are faced with some sort of Inertia in the marketing strategy and this is one of the causes of the instability of these enterprises in exporting performance. Other findings of this research show that there is a meaningful relationship between the adaptation of Mixed Marketing elements and the exporting strategies and performance of the enterprise. Also the results of the research reveal that those enterprises which have compatibility between their marketing and main strategies have more stability in their exporting performance.