Academy of Marketing Studies Journal Volume 24, Issue 1, 2020 1 1528-2678-24-1-269 FACTORS AFFECTING THE EXPORT PERFORMANCE OF THE FOOD AND BEVERAGE MANUFACTURING FIRMS IN ZIMBABWE Tayengwa Chitauro, University of Lusaka Reinford Khumalo, University of Lusaka ABSTRACT This paper investigates factors that improve the performance of exporting firms in the food and beverages manufacturing subsectors in Zimbabwe. The research developed and tested four models on the mediating effects of the export marketing mix strategy (the 4Ps), on the association between commitment to export, experience on the international market, promotion of exports and firm export performance. A mixed sequential approach using qualitative and quantitative techniques has been used by the researchers in collecting data for the study. A Partial Least Squares Structural Equation Modelling (PLS-SEM), and content analysis were used to analyse quantitative and qualitative data respectively. The research has confirmed a positive relationship between the 4Ps, experience in international markets, commitment to exporting with export performance. Management’s commitment to export, place, product and attractiveness of foreign markets have emerged as strong precursors for improvement in exporting by firms. The validated conceptual model makes significant contribution to theory the literature for export performance. The outcomes of this research offer recommendations to exporting firms, especially, those operating in emerging economies. For Zimbabwean exporters, distribution channel, and product adaptation are significant in developing exports on a sustainable basis. Keywords: Adaptation, Export Commitment, Export-Marketing Mix Strategy, Export Performance, Foreign Market Attractiveness, International Trade, Zimbabwe. INTRODUCTION Globalisation of trade has induced an ever-increasing number of firms to engage in international operations (Mühlbacher et al., 2006; Leonidou & Katsikeas, 2010; Chang & Fang, 2015; Chen et al., 2016). Exporting is strategic because for firms to internationalise and is frequently used by firms (Morgan & Katsikeas, 1997; Zhao & Zou, 2002; Katsikea et al., 2007; Sousa et al., 2008), as it gives firms high levels of flexibility and requires minimal financial, human, and resource commitments when compared to other international entry modes (Leonidou, 1995; Sousa, 2004). Furthermore, exporting allows firms to acquire market knowledge, as it often requires them to compete in diverse and less familiar environments. Knowledge acquired through exporting can be applied not only in foreign markets, but also in the domestic market, thereby rendering firms more competitive (and, thus, more successful) abroad and at home. As a result of several benefits that exporting can bring to firms and nations, over the last six decades, a number of researchers have devoted their research efforts to the identification of the variables that affect the export performance of firms. However, and despite notable progress