249 Copyright © 2020, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Chapter 14 DOI: 10.4018/978-1-7998-0357-7.ch014 ABSTRACT During the last four years, the China automobile industry experienced a 49% drop in sales in the do- mestic and international markets. Company owners and the Government of China are exploring factors which could help them overcome the issues relating to sale, reputation, and brand image. Nonetheless, the investigation of company export performance factors in the automobile sector of China has largely been ignored. However, authors of this chapter conducted a literature review on factors of frm export performance. Therefore, the conceptual framework has found the factors of frm export performance such as total quality management (TQM), entrepreneurial orientation (EO), export market orientation (EMO), and brand orientation (BO) based on resource-based theory. This research believes that the proposed factors can increase the frm export performance of China automobile industry. The future studies should validate the proposed research framework empirically in the context of the Chinese automobile industry. INTRODUCTION Considering the social and industrial changes mainly caused by the technological revolution, a number of industries have reshaped their operational activities (Shahzad et al., 2019). The automobile industry is among the rapidly growing industries in the world and plays a significant role in economic development, The Role Of Strategic Orientation In Export Performance Of China Automobile Industry Muhammad Imran https://orcid.org/0000-0001-7126-2831 The Islamia University of Bahawalpur, Pakistan Jawad Abbas Department of Innovation and Knowledge Management, Near East University, Mersin, Turkey