Today, more firms are expanding rapidly into foreign markets to reach global scale quickly, and to capture or nullify first-mover advantages. These trends run counter to the conventional theory of gradual internationalization, which suggests that firms maximize the benefits of learning from...

This paper argues that the present conception of universal knowledge as generalized findings is incomplete and has limited the role of cross-national research to one of validating results obtained from single-nation studies. An alternative view is proposed which recognizes that there are two...