The present study investigates the propensity to continue internationalization by experienced international service providers. Enhancing the cognitive-behavioral root of internationalization process theory (Johanson and Vahlne 1977; 1990), this paper builds upon Ajzen’s (1991) theory of planned...

The pivotal role of services in international business is now receiving widespread recognition. Furthermore, the global marketplace is being increasingly characterised by the speed and ease with which such services cross national boundaries. This exploratory study of Australian and Dutch service...