The practice of exports by the companies in India leads to generating foreign exchange, builds international relations and reputation for both countries as well as the firm irrespective of the type of industry. Particularly the intensity of competition is a bit more among manufacturing companies in export orientation. The success of any business entity in the international market is dependent on the level of seriousness with respect to the intensity of export orientation and technological capabilities. The primary objective of conducting this research is to understand the relationship of variables such as export orientation and technological capabilities of the firm with the export performance of auto component manufactures in south India. Pertinent variables are used to test the hypothesis with the help of linear regression analysis. It is also understood that it is a firm’s ability of export orientation and technological capabilities have an influential impact on auto component manufacturing companies’ export performance in south India. The significant contribution of the study helps South Indian Auto component manufacturers to formulate better export strategies to capture market share and export revenue.

Every manufacturing firm formulates one or the other marketing strategies to capture more market share and revenue. Managers of each firm irrespective of the type of business make export policies to keep competitors away in international markets. The success of a firm’s export performance lies in the positive influence of internal and external factors. The objective of the research study is to explore the relationship between a firm’s internal factors such as firm’s, managerial and product characteristics on export marketing strategy standardisation in the auto component manufacturing industry specially those firms locating in southern parts of India. Descriptive research methodology has been applied for analysing the data. The linear regression model has been used in the present study and tested the significant association among the variables related to internal forces and standardisation of export marketing strategies. The finding shows that, export marketing capabilities, managers export commitment, product characteristics have a significant relationship with product standardisation. Export marketing capabilities, managers export commitment, managers export motivation have positive influence on price standardisation similarly, export marketing capabilities, managers export commitment have significant relationship with distribution standardization. Similarly, firm’s internationalisation capabilities manager’s export commitment and managers export knowledge and product characteristics have significant impact on promotion standardisation. This research article is confined to the auto component industry which is engaged in export activities and limited to the statndardisation of marketing strategies in international business.

Purpose - This study is designed to explore whether international and innovation capabilities of auto components manufacturers has significant relationship with export performance or not. Design/methodology/approach- This study has used structured questionnaire and interview techniques with export managers of exporting firms to achieve its research objectives. It has employed descriptive research methods to assess its research framework. Linear regression analysis was uses to test the hypothesis formulated in the study. Findings- The findings revealed that, gathering export market information, capable of using export market information, role of export mode, relationships & networks, flexible to modify firm resource base, develop new service, technological up-gradation, in-house product designs, improvement in the existing products and re-align manufacturing system have found significant relationship with export performances of auto component manufacturing companies in India. Research limitations/implications - The results point out that researchers need to target more number of samples for the statistical testing to generalize findings.The study is confined to understand the export behavior of auto component manufacturing firms. Practical implications-This work has export policy implications for auto component manufacturing industry in India. Strategies are suggested for export oriented companies for contributing to export knowledge and implementing export marketing strategies in manufacturing industry. Social implications -Exporting of high-end and premium quality auto components enhances the performance of the vehicles leading to increased customer's social status, standard of living and vehicle safety in the foreign markets. Originality/value - Previous research on internationalisation and innovation capabilities and export performance have not been explored in detail. The present study adds the value with reference to export performance of auto component manufacturers with statistical evidences.