The relationship between export performance and new marketing approaches in the Spanish fashion sector

The objective of this investigation is to provide an empirical model (EMSP model of internationalization) to explain the relationship between the different variables that affect the export performance of Spanish companies in the fashion sector. To do so, we introduce new marketing approaches and consider such external (Environment) as internal (Management and Marketing Strategy) factors from Resource Based View (RBV) and dynamic capabilities perspectives by developing Structural Equation Modelling. The conclusions show a fundamental role of managers, relational marketing techniques, and the incorporation of new technologies to the marketing processes.