Abstract
The objective of this paper is to analyze the importance of a proactive culture of exporting small and medium enterprise-SMEs. We propose relationships between the characteristics, values, attitudes and perceptions of export managers and their influence on the strategic behavior, export performance and regional development. A multi-sector sample of 196 exporting SMEs from was analyzed using PLS. The results show the influence of certain features of managers -international experience, language proficiency and specific experience- about export activities on the configuration of proactive value systems and attitudes toward export activity. This proactive approach is essential for the company to show a strong export commitment and to reduce the perceived psychic distance. This fact is vital in order to adapt the marketing-mix strategy to the demand of foreign markets and to achieve success in international markets.
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