Evaluating export markets: Experienced exporters' hierarchical cognitive structures

This paper investigates experienced exporters' use of export environmental information in decision making, specifically examining the cognitive structure export managers manifest when contemplating market alternatives in the international arena. The authors develop and test a cognitive structure consisting of three levels of export market information, including (1) primary environmental constructs, (2) secondary export concepts, and (3) specific export market decision variables. Findings indicate experienced export managers do manifest a distinct cognitive export information structure, and they consider information related to exporting environments hierarchically when analyzing international markets. Implications for practicing exporters, future exporters and facilitators of exporting are drawn from the results.