Firm’s internationalisation is an irreversible phenomena and the economic globalisation is a figure of world phenomena of all human activities concern. This globalisation gives an opportunity to firms which desire to acquire a market part in foreign markets. But this situation is also an important challenge for those firms which want to get a part in the international market. Indeed, we noticed that export firms of Burkina fruits and vegetables field had a bad performance since several years. Then, we need to understand the main raisons of this situation. So our question is: doses competitiveness loss can be explained by the field organisation and working according to the market conditions access? To answer to this question, industrial and relational marketing theories are mobilized. With these theories 12 research propositions are formulated and tested. A primary data are collected with a sample of 23 actors. These data was submitted to two different data analysis methodology: the thematic analysis and ALCESTE analysis. The convergent results of these two analysis methodology premised us to conclude that the field competitiveness loss is partly due to field organisation and working and to a large extent of the basic conditions of origin country. In conclusion we propose recommendations for firm’s competitive improvement and some directions for further research.
