The first export order: a marketing innovation revisited
Year: 2015
Type: article
Abstract: This study reports on an investigation into what lies behind a firm's first export order and revisits the questions posed in the classic article by Simmonds and Smith [(1968). British Journal of Marketing, 2, 93–100]. It concentrates on risk/reward considerations in decision-making. Interviews were undertaken with owner/managers who were the key decision-makers in 10 newly internationalising UK start-up firms, that is, in their first year of operation, in order to avoid recollections in respect of hindsight. The findings highlight that a variety of factors can affect the decision of owner/managers in small firms to start their internationalisation path. Decisions are made in the context of perceived risk/reward considerations regarding exploiting various opportunities; for example, what are considered to be affordable losses against respective owner/manager's objectives and experience. The contribution of the study is that it employs an effectuation lens in respect of the first export decision.
Source: Journal of Strategic Marketing
Authors: Dave Crick, James Crick
Institutions: Victoria University of Wellington, Massey University
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2037459293