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The Propensity To Continue Service Internationalization - A Model Of Planned Behavior

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  • Wetzels,Martin
  • Ruyter,Ko,de
  • Patterson,Paul G.
  • Pauwels,Pieter

    (METEOR)

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    Abstract

    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 behavior. Consistent with the latter theory, the propensity to continue service internationalization is modelled as behavioral intention that results from (1) an overall attitude towards internationalization, (2) structural and strategic behavioral norms, and (3) inhibiting factors that exert behavioral control upon propensity. Using partial least squares analysis, a propensity model is tested on a sample of 193 international service providers. The results suggest that our model explicates and enhances the cognitive/affective character of internationalization process theory.

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    Bibliographic Info

    Paper provided by Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR) in its series Research Memorandum with number 052.

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    Date of creation: 2003
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    Handle: RePEc:unm:umamet:2003052

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    Keywords: management and organization theory ;

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    1. N Capar & M Kotabe, 2003. "The relationship between international diversification and performance in service firms," Journal of International Business Studies, Palgrave Macmillan, vol. 34(4), pages 345-355, July.
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