Nemkova, Ekaterina; Souchon, Anne L.; Hughes, Paul - In: International Marketing Review 29 (2012) 4, pp. 349-378
Purpose – The purpose of this paper is to examine two predominant export decision‐making orientations emanating from normative and descriptive decision theory, namely planning and improvisation and their coexistence within exporting firms. In addition, contingencies under which one may be...