Export performance has always been a non-consensual topic in the field of
International Business, despite being one of the most researched areas. This
dissertation starts aiming at understanding the influence of internal factors to
the firm, export market characteristics and export marketing strategy in the
export venture of a firm. After presenting a literature review, it was explained
the research questions, and a conceptual framework was presented. This
dissertation’s methodology has been that of a case study, where exports of cork
stoppers from Portugal to emergent economies were studied. The results
support the contention that commitment with export activity, contribution of
firm’s resources to the success of the venture, international business knowledge,
export market characteristics, and export venture marketing strategy
adaptation (influenced by the factors previously mentioned) are key factors to a
successful export venture performance. Then theoretical and managerial
findings are discussed and directions for further research are given
