This paper examines the relationship between product and export market characteristics with export marketing strategies and performance of SME’s in Saudi Arabia. Based on an extensive review of literature, a model was developed for the study and hypotheses were formulated. Primary data were collected through a survey from a sample of 214 exporting SME’s in Saudi Arabia.
Results based on the use of multiple regression procedures suggest that while product and export market characteristics have an impact on export marketing strategy of SME’s in Saudi Arabia. The findings of this study provide useful insights to SME’s involved in exporting activities in marketing strategy deployment. This study makes a valuable contribution given the fact that there is a dearth of empirical studies c of this nature focusing on Saudi Arabia.