| Abstract | Because Thailand was an export-driven economy, exporting businesses were crucial to the nation’s economic vitality and its sustainable growth. This research addressed internationalization process, export management commitment, promotion strategy, and country-of-origin effect towards export performance of a building materials manufacturer and exporter in Thailand. According to ASEAN Economic Community (AEC) objectives, it aimed to boost regional cooperation of markets and production base to fully integrate to global economy. Not only Thai exporting firms, but also exporters around the world expanded businesses in Southeast Asia to seize the market integration opportunities. This resulted in rising market competition in the region and forced building materials exporters to improve its firm characteristics and competency and to adapt marketing strategy in order to enhance their competitiveness. Based on literature review on export business attributes, export marketing strategy and export performance, a conceptual framework was constructed to demonstrate the relations of export management commitment, promotion strategy, and country-of-origin (COO) effect onto export performance. In addition, 6 research questions were introduced involving what, how, and why management commitment was executed and promotion strategies were formulated, and how country-of-origin effect influencing a firm’s fexport performance. To answer the research questions, Diamond Building Products Public Company Limited (Diamond) was selected as case study. The study demonstrated that while export sales figures gained a significant contribution to the company’s growth, export management commitment was elevated enhancing in various functional activities influencing all three-dimensional scale of export performance. From greater export management commitment impacting on promotion strategy formulation and implementation, the company invested greater on effective promotional programs contributing favorably to higher degree of financial, strategic export performance, and satisfaction with export venture achievement. Country-of-origin effect influenced positively on all dimensions of export performance. |