Assessing the Influence of Attitudes,Skills and Experience on International Marketing Investment Decision-Making: A Behavioral/Systems Approach

A lack of rigorous theories and validated research instruments have been serious impediments to the development of research models to test the relative importance of managerial attitudes, skills and experience as influences on the international marketing decision-making process and, ultimately, on levels of company performance and internationalization. The author has drawn on a wide range of organizational theories and the results of empirical studies in the international marketing, management and business spheres to devise a more eclectice, behavioral/environmental systems model to assess the importance of intra-firm and extra-firm influences on key marketing managers' international investment decisions.