Abstract
This article aims at testing the impact of the firm characteristics, the perception of stimuli and the adaptation of the marketing mix strategy on export performance. The empirical study was applied to a sample of 120 companies and was based on a comparison between three major sectors in the Tunisian industry. Our results show that the business segment, the number of countries served and the adaptation of the export marketing mix strategy affect the performance of the exporting firms. However, out of 20 export stimuli, only four have a positive effect on export performance. These stimuli are: existence of special managerial interest, identification of better opportunities abroad, possession of exclusive information on foreign markets and favourable exchange rate.
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