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Evaluating export markets: Experienced exporters' hierarchical cognitive structures


  • Wood, Van R.
  • Karriker, Joy H.
  • Williams, Larry J.


This paper investigates experienced exporters' use of export environmental information in decision making, specifically examining the cognitive structure export managers manifest when contemplating market alternatives in the international arena. The authors develop and test a cognitive structure consisting of three levels of export market information, including (1) primary environmental constructs, (2) secondary export concepts, and (3) specific export market decision variables. Findings indicate experienced export managers do manifest a distinct cognitive export information structure, and they consider information related to exporting environments hierarchically when analyzing international markets. Implications for practicing exporters, future exporters and facilitators of exporting are drawn from the results.

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  • Wood, Van R. & Karriker, Joy H. & Williams, Larry J., 2010. "Evaluating export markets: Experienced exporters' hierarchical cognitive structures," Journal of Business Research, Elsevier, vol. 63(12), pages 1261-1266, December.
  • Handle: RePEc:eee:jbrese:v:63:y:2010:i:12:p:1261-1266

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    References listed on IDEAS

    1. Warren J Bilkey, 1978. "An Attempted Integration of the Literature on the Export Behavior of Firms," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 9(1), pages 33-46, March.
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    5. Sood, James H. & Adams, Patrick, 1984. "Model of management learning styles as a predictor of export behavior and performance," Journal of Business Research, Elsevier, vol. 12(2), pages 169-182, June.
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    7. Krabuanrat, K. & Phelps, R., 1998. "Heuristics and rationality in strategic decision making: An exploratory study," Journal of Business Research, Elsevier, vol. 41(1), pages 83-93, January.
    8. John, Deborah Roedder & Whitney, John C, Jr, 1986. " The Development of Consumer Knowledge in Children: A Cognitive Structure Approach," Journal of Consumer Research, Oxford University Press, vol. 12(4), pages 406-417, March.
    9. Ruble, Thomas L. & Cosier, Richard A., 1990. "Effects of cognitive styles and decision setting on performance," Organizational Behavior and Human Decision Processes, Elsevier, vol. 46(2), pages 283-295, August.
    10. Cheng, Shu-Ling & Chang, Hae-Ching, 2010. "Cognitive complexity implications for research on sustainable competitive advantage," Journal of Business Research, Elsevier, vol. 63(1), pages 67-70, January.
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