Introduction

Abstract

The first chapter by Pieter Pauwels, Paul G. Patterson, Ko de Ruyter, and Martin Wetzels is entitled “The Propensity to Continue Internationalization: A Study of Australian Service Firms”. The authors build on the process theory of internationalization and the theory of planned behavior and investigate a firm's propensity to continue internationalization. They develop a theoretical model and test this using structural equation modeling using a sample of international service providers using partial least square (PLS). Their model confirms the pivotal role of attitudes towards internationalization, relevant behavioral norms, and behavioral control factors as contributors to the propensity to continue internationalization.

Citation

Sinkovics, R.R. and Ghauri, P.N. (2009), "Introduction", Sinkovics, R.R. and Ghauri, P.N. (Ed.) New Challenges to International Marketing (Advances in International Marketing, Vol. 20), Emerald Group Publishing Limited, Leeds, pp. 3-10. https://doi.org/10.1108/S1474-7979(2009)0000020003