Developing the premise that strategies are forged through an ongoing mutual process of developing motives and responses to multiple degrees of resistance, this paper examines the motives underpinning the adoption of joint venture strategies using empirical details from four British retail firms....

The article addresses the need for empirical work on retailer internationalisation. It reviews the literature, explores the process of international development, and investigates the way in which decisions are made at this level. The article uses the ‘decision effectiveness’ concept to...