Due to globalization, export is considered as an essential asset for the continuity and profitability of businesses. Nevertheless, export is a complex process. To initiate and to develop this strategy, a business must clear away the internal and external constraints and take advantage of the stimulating factors. The latters show up at each stage of the process. These stimuli are especially decisive during pre - export behavior or the intention stage. So the export intention is explained by some variables: the differential advantages, the organizational predisposition and the perception of the risk.  Our conceptual model has been applied on a sample of small and medium Tunisian enterprises (SME). Inspiring by churchill’s methodology, our principal conclusion is that export is the strategy implying less capital and risk than the other modes of entry. However this decision may turn up like suicidal if the firm having the intention to export doesn't proceed by an assessment of its export.