Export mode, export strategy, and performance [Mode d’exportation, stratégie export et performance]

This article deals with the impact of export entry modes on performance, and more precisely with the moderating role of export strategy. An empirical study on 120 French wine companies has been carried out. Results show that no export entry mode is the best one when compared to others, in terms of performance. However, the adequate choice of an export entry mode depends on the export strategic positioning of the company.