Purpose – An appreciable number of small- and medium-sized exporters have continuously succeeded in their export marketplaces even though they do not possess enough resources. Advocating that affiliation with an export service-provider plays an important role in this phenomenon, we aimed to...

International brand alliances have received increasing attention from academics and practitioners because many firms choose these alliances to enter overseas markets. The author reviewed two international brand alliance decisions facing a firm: the brand alliance structure and the selection of a...

Purpose The purpose of this paper is to provide an understanding of the country-of-origin (COO) effect on overseas distributors’ behaviour in international marketing channels. Integrating the theory of planned behaviour (TPB) and the concepts of country-induced biases, the current study...

Purpose A appreciable number of exporters have successfully developed their markets in foreign countries although they have little prior experience in those countries. Advocating that indirect learning plays a crucial role in explaining this phenomenon, the purpose of this paper is attempted to...