The Effect of Strategic Flexibility on the Export Performance with Mediating Role of Export Environment and Export Market-Oriented Behavior (Isfahan Cement Industry as a Case Study)

Export is a critical tool for countries by which it will be possible to achieve economic goals. In effect, export influences other macro-economic factors such as welfare, life standards, and balance of payments considerably. The present study was aimed to study the effect of strategicflexibility on the export performance with mediating role of export environment and export market-oriented behavior in cement industry of Isfahan. This study, from the purpose point of view can be considered as an applicable study and survey in terms of method of execution with correlation approach . The statistical population of this study includes all managers of cement industry in the city of Isfahan. The population consists of 114 members. A sample of 87 managers was selected randomly. The sample size was determined through Cochran sampling table. In order to analyze the research data and test the hypotheses, structural equation modeling (SEM) and confirmatory factor analysis (CFA) methods were used. The findings revealed that strategic flexibility has not any direct effect on export performance. Also export market-oriented behavior does not influence export performance significantly. In addition, export market-oriented behavior influences export performance through export environment significantly. This implies considering mediating role of export environment in the relationship between export market-oriented behavior and export performance.