Designing a Model to Identify the Factors Affecting the Export Performance of Companies in Business Environment Transformations Based on Grounded Theory

This research was conducted to design a model to influence the strategic orientation and management of export market orientation on export performance in business environment transformations. The method of this research is Grounded theory. For this purpose, the topic was investigated by interviewing experts who were selected by a purposeful method of judgment from the managers and marketing experts of 52 sample exporting companies in Isfahan province in 2020. The validity of the interview questions was assessed with the Binominal test and the reliability was assessed with the Cronbach’s alpha test. The research results indicate that; Strategic export orientation, export market orientation, and export performance are the three main pillars of exports in the trans formatives. To direct an effective export strategy in the current situation, six key factors of information systems strategy, customer-oriented engineering strategy, increasing innovation strategy, Competitive orientation strategy, learning orientation strategy, and cost control strategy must be included. Moreover, the results of the analysis aimed at extracting four components for export market orientation, including; Virtual marketing, distribution through capillary networks, video branding, and health brand led. Furthermore, the results of content analysis for export performance include 2 components financial and operational. Examining the export performance in transformations should be considered as the contribution of the article in the management of knowledge in the field.