Jamshidi H* and Moazemi M
The aim of this study is to evaluate the effect of the external environment on the company’s strategic behavior, taking into account the psychological distance and the role of market orientation of export activities. Presence and continuity of presence in the turbulent of international markets need to take smart approach, considering the differences in internal and external markets. To Increase export performance in complex environments and greatly varied with the degree of market orientation is possible. Effectiveness and continuity of presence in foreign markets requires a level of adopting the design of the marketing mix. The method of this research is based on practical objective and descriptive-survey. The study population of research consists of experts, Supervisors and managers of international commerce exporting companies that their companies are excellent and food sample in 2015 Tehran province. To analyze the data collected, the researcher has used SPSS software and Excel. The results show that export market orientation positively affects the marketing mix adoption strategy and both positively associated with export performance. Also export marketing modifies the relationship between the export marketing mix adoption strategy and export performance. Psychological distance and external environment positively affect marketing mix adoption.
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