The objective of this article is to examine the relationship between the product adaptation strategy and the export performance of a company, taking into account the impacts of the internal characteristics of the company and the business segment.
The findings of a questionnaire investigation of about 120 industrial exporting companies demonstrated that the business segment, the type of the exported product, as well as the number of served countries affect the adaptation strategy of the exported product. The results also show that the companies can improve their performance at the international markets level with the implementation of an adequate export marketing strategy.