Marchi, Gianluca; Vignola, Marina; Facchinetti, Gisella; … - In: European Journal of Marketing 48 (2014) 11/12, pp. 2198-2212
Purpose – This study aims to build and test an International Market Selection (IMS) decision process method that is able to capture, within a small firm’s risk-averse setting, the entrepreneur's experience, reduce cognitive biases, and preserve the flexibility of the decision, by combining...