Abstract : This study aims to examine the effect of Cross-F as MKC's internal competence on CusKC and ComKCm, the effect of the three elements of MKC on Product Adaptation Strategy (ProdAdapt), and the direct effect of ProdAdapt and MKC's external competence on Export Marketing Performance (ExPerf). Statistical analysis was done using PLS (Partial Least Squares). Data collection was carried out on 40 companies exporting wood and rattan furniture. It was found that (1) Cross-F (internal competence) has a significant effect on CusKC and ComKC (external competence, (2) The three elements of MKC, namely CusKC, ComKC and Cross-F has significant effect on Product Adaptation Strategy (ProdAdap), (3) There is a difference in the effect of external competencies, namely CusKC and ComKC on Export Marketing Performance (ExPerf) where CusKC has a significant effect on ExPerf while ComKC has no significant effect, and (4) Product Adaptation Strategy (ProdAdap) has a significant effect on ExPerf. ProdAdapt is an essential factor for achieving export marketing success in the forestry industry, especially wood and rattan furniture in East Java, South Kalimantan and Central Kalimantan.