Determinants of export performance: Case of clothing and apparel sector

Companies are expanding into global markets to exploit opportunities in a highly competitive environment through export where the success and expansion are significantly influenced by export performance. To be successful in the global market, it is crucial to be aware of the internal and external factors that have impact on the export performance and accordingly the adaptation and standardization strategies in international marketing shall be well implemented. This dissertation offers a thorough examination of export performance, taking into account of its various determinants and factors contributing to export performance of Clothing and Apparel sector in Türkiye. Firm and management characteristics, firm competencies have been analyzed as internal factors, while export market environment has contributed to external factors that affect export performance and export marketing strategy adaptation. Export marketing strategy adaptation has been added into the thesis model as a mediator and organizational culture as a moderator.