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International entrepreneurship and marketing research reports the impact of effectual decision-making logic on small and medium-sized enterprises (SMEs) international performance. How the effectual logic of decision-making enhances the overall performance of SMEs in international business-to-business markets remains a puzzle in the field. The purpose of this study is to investigate the concept of networking capability as an important SME capability translating effectual decision-making into international performance.

The authors examine the model presented in this study using quantitative data from 153 founders or managers in charge of international business at SMEs throughout New Zealand. The authors also used 142 open-ended responses to provide post hoc exploratory analysis.

The findings of this study suggest that networking capability is a mechanism through which the logic of decision-making enhances the international performance of SMEs.

This study bridges between international marketing and entrepreneurship by investigating how the networking capability of internationalizing SMEs translates their founders’/managers’ effectual logic into a successful performance in international business-to-business markets.

Extant research has studied how entrepreneurial cognition influences firm international performance but what mechanisms translates entrepreneurial cognition into international performance remains a puzzle in the field. In this paper, the authors utilize effectuation theory to theorize this association.

Using a survey of 164 internationalizing small firms from New Zealand, the authors examined a model of entrepreneurial cognition, action and gaining new knowledge as a framework to explain how effectual control, partnership for new opportunity creation and gaining new knowledge influence small firms' performance.

The authors found that partnership for new opportunity creation, and gaining new knowledge are two important mediation mechanisms in the focal association between effectual control and international performance.

This study is a cross-sectional design. Considering the importance of time in cognition and action, future research should utilize longitudinal research design.

The authors’ findings provide implications for both small firms' managers and policymakers. These findings identify the critical importance of continuous knowledge development in internationalization process. Policymakers can help small firms gain more relevant and timely information about international markets and incorporate them in their decision-making to further develop international opportunities.

The authors contribute to international entrepreneurship research by delineating and verifying the important associations between entrepreneurial cognition, action and gaining new knowledge and their outcomes for firm's international performance. The authors also contribute to effectuation theory by elaborating on effectual control and how this logic leads to the development of new knowledge.

Knowledge of how entrepreneurial alertness (EA) and effectuation impact small firms' performance in uncertain markets is limited. Suggesting effectuation as a mediation mechanism between EA and small firms' performance, the authors explore how entrepreneurs of small firms apply effectual logic to translate their individual alertness to market opportunities into firms' performance.

A set of hypotheses is tested by partial least squares analysis of survey data collected from small firms in New Zealand.

The results show that effectuation works as a mechanism that mediates a positive association between founders'/managers' alertness to market opportunities and small firms' performance.

Integrating EA with the effectuation theory, the authors contribute to the literature on new market opportunity development and firm performance. The authors argue that entrepreneurs concentrate on action and resources to further develop their marketing intelligence in developing new market opportunities. The authors also enhance the understanding of entrepreneurial marketing decision-making by small firms in a relatively small economy in the Asia–Pacific region.

This paper aims to investigate the mediating role of founders/managers’ logic of control in transforming experiential knowledge and human capital into successful international performance of small- and medium-sized enterprises.

Using a quantitative methodology, this study used hierarchical regression analysis to test the hypotheses.

Drawing upon effectuation theory, the study proposed and found empirical evidence for the logic of control as an important mechanism that transforms experiential knowledge and human capital into international performance.

This study contributes to the international entrepreneurship (IE) research by investigating how the application of logic of control by SME founders/managers enables them to make use of their experiential knowledge and human capital as important intangible means to achieve successful international performance. The study tested the model in New Zealand wherein SMEs play a central role in economic development and depend heavily on international markets for survival and growth.

By reviewing Iranian cultural values, this paper aims to identify Iranian cultural values that underlie consumers’ buying behaviours.

The study is an exploratory research; data are analysed through both exploratory and confirmatory factors analyses.

Based on research findings, 20 values can be subsumed under seven meaningful dimensions: cosmopolitanism, innovation, convenience, youthfulness, partiality, other-directedness and faithfulness. Cosmopolitanism was found to be the most influential value affecting consumer buying behaviour; faithfulness was the least important dimension.

This research is based on quantitative data; using qualitative research or mixed method will enrich the findings. In addition, study findings are not generalisable to different aspects of cultural values and consumption in Iran. Therefore, future work should explore how cultural values influence their buying behaviour in Iran as one of major Islamic countries.

From a practical marketing perspective, firms interested in pursuing Iranian markets should consider modern cultural values in their product decisions and marketing communications to foster Iranian consumers’ attention and ultimately their purchase decisions.

The authors believe that this research can arouse sales and marketing managers to be alert for considering Iranian cultural values in their marketing mix decisions. This research also has managerial and research implications for designing and formulating promotion strategy in managing firms’ marketing communication.

The purpose of the study is to investigate the international opportunity development process of born global firms embedded in two different institutional contexts: China, an emerging economy and Italy, a developed country. Drawing on the entrepreneurial opportunity literature and institutional theory, this study explores and draws insights into how home country institutions of born globals can influence the international opportunity development process of the firms.

This paper adopts a qualitative case study approach with in-depth, semi-structured interviews of six born global companies from China and Italy. In doing so, this study uses a flexible pattern matching design, which is consistent with the qualitative research design of the paper.

The findings of the study indicate that home institutions play an influential, yet differential role in the international opportunity development processes of Chinese and Italian born global firms. While the Italian firms shape their opportunities mainly through product innovation, their Chinese counterparts develop opportunities primarily through networks embedded in their home institutional context.

The key contributions of the paper relate to an integrated analysis of the international opportunity development process of born globals in China and Italy based on institutional theory, which has received limited attention in the international entrepreneurship literature. In addition, the study advances the similarities and differences in the international opportunity development process in two different countries, thus providing valuable insights for policymakers and practitioners to enter international markets successfully.

Certain small businesses do not possess the assets needed to implement a performance-enhancing entrepreneurial marketing orientation (opportunity-driven behaviours focussed on creating value for customers). Although some entrepreneurs cooperate with their competitors (coopetition) to achieve their day-to-day and long-term goals, it is unclear whether these partnerships are advantageous in this capacity. Thus, grounded in the resource-based view, the purpose of this investigation is to examine whether coopetition positively moderates the relationship between an entrepreneurial marketing orientation and financial performance.

Survey responses were obtained from 184 small tourism and hospitality organisations in New Zealand. Following a series of robustness checks, covariance-based structural equation modelling was used to test the elements of the conceptual model.

Unique insights illustrate an entrepreneurial marketing orientation yielding a negative and significant link with financial performance. Nevertheless, this result was potentially related to the entrepreneurial marketing-oriented opportunities that owner-managers pursued within the context of their sector; in particular, situations when employing an individualistic business model constrained certain decision-makers' ability to pursue “growth-oriented” objectives. However, coopetition produced a positive and significant moderating effect, enabling owner-managers to pursue opportunities via collaborative business models facilitating mutually beneficial performance outcomes.

Owner-managers of under-resourced small firms should be careful when implementing entrepreneurial marketing strategies utilising an individualistic business model. For example, they might pursue opportunities that are not viable and/or become over-loaded with market intelligence that they cannot handle. By collaborating with competitors, owner-managers can learn improved ways to operate within their industries, alongside being equipped with new resources and capabilities. In doing so, coopetition can help overcome some of the potential performance-limiting issues owner-managers face by being under-resourced, namely, via employing a collaborative business model.

This current study contributes to the extant literature by evaluating the complexities of entrepreneurial marketing practices. That is, although earlier research has focussed on the performance-driving outcomes of an entrepreneurial marketing orientation, prior studies typically overlook certain moderating factors that could influence this association. By examining the interaction between an entrepreneurial marketing orientation and coopetition on financial performance, new evidence has emerged on how owner-managers of small firms can utilise interfirm collaboration to succeed within their markets, as opposed to struggling to cope with the challenges of an individualistic business model. Specifically, an entrepreneurial marketing orientation is likely to enhance financial performance when under-resourced companies effectively collaborate with their competitors.

The purpose of the study is to explore the impact of cultural values on perceptions of service encounter quality by examining the potentially mediating role of service encounter expectations.

A questionnaire was designed to collect data from 30 cosmetic clinic patients in Tehran, Iran. Confirmatory factor analysis was used to test the convergent and discriminant validity of the scales. Moreover, path modeling and bootstrapping were implemented using Smartpls 2.0 (M3) software to analyze the collected data and to assess the research model (Figure 1).

Cultural values have a significant impact on both expectations and perceptions of service encounter quality. Moreover, findings show that expectations of service encounter quality have an impact on perceptions of service encounter quality. The mediating role of service encounter expectations was confirmed.

There are additional issues that should be addressed about different aspects of service encounters in developing countries. Moreover, subcultures provide attractive context for service quality perception research; subcultures comprise a large consumer market having its own cultural values that future research could examine.

Healthcare service providers should understand the cultural values of patients that may differ by social demographic characteristics. Providing a service that enhances patient cultural values might enhance success in the plastic surgery market, because such surgery may assist one in gaining recognition and improving their relationships with others. Clinic managers should consider Iran as a developing country, with its considerable young population having modern self-oriented demands, should be a desirable market for cosmetics and beauty care products.

Using the concept of Schwartz’s basic human values model to assess consumers’ cultural values and its impact on service encounter quality was the study’s main contribution. Moreover, it is among few studies conducted in the cosmetic surgery industry in a developing country’s context.

The main purpose of this research was to investigate whether there is a relationship between religiosity and ethical behavior of salespeople.

To investigate this association, structural equation modeling (SEM) was used; also, both exploratory and confirmatory factor analyses were undertaken to examine a scale measuring salespeople's ethical behaviors. The context in which the study was conducted was in Iranian retail specialty stores.

The results revealed for the first time the impact of religiosity on ethical behavior of the seller, a key entity in the buyer-seller dyad, that had been virtually ignored in extant empirical work.

The study focused solely on retail salespeople in Iran. Future research should examine the religiosity-ethical behavior nexus using other kinds of sales personnel and those practicing other kinds of religion than the Shia Muslim faith investigated here. The investigation examined the association between religiosity and ethical behavior. Future work could include additional measures of religion (e.g. religious orientation) as well other individual, cultural, and organizational factors that may have an influence on salespeople's ethical conduct.

Sales managers should try to convince salespeople to behave ethically. Also, sales managers should not establish unachievable sales objectives for salespeople and try to employ more religious individuals as salespeople. Multinational corporations (MNCs) should treat Shia Muslim salespersons with the utmost of respect, relying on their word. Similarly, MNCs should incorporate ethical guidelines into their training classes in order to be able to communicate conveniently with local salespeople and persuade them to act more ethically.

The authors believe that this research can arouse managers in retail stores to set specific plans for evaluating their ethical behaviors. This research also has managerial and research implications for designing and formulating operations strategy in providing ethical standards for sales force.

This study explains the international opportunity development of SMEs from emerging economies during institutional transition. This research enriches our understanding of how these firms adopt different approaches to developing international opportunities when they confront the turbulent institutional environment. We develop a phase-based framework for the evolution of transitional institution for SMEs’ internationalization and the SMEs’ internationalization process in that framework. By providing an empirical case study of a privately owned SME from China, the main finding is that SMEs from emerging economies become more entrepreneurial and proactive in developing the international opportunity during the institutional transition.