The implementation of competitive strategies is an important aspect for exporters because, as several authors have shown, strategy failures occur more in the implementation phase than in the formulation, and this is reflected in the performance. These failures show that the strategies need to be supported by resources and capacities to develop a sustainable competitive advantage over time. This research presents an unprecedented theoretical model that explains how interactions between resources / capabilities, competitive strategies, and export performance of companies in emerging economies develop, from a theoretical perspective that integrates the institutional perspective, of the industry, and of resources and capabilities. Thus, managers of exporting companies will recognize the elements that must be considered for a successful implementation of competitive strategies.