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The purpose of this paper is to present several opportunities that can emerge from using a multilevel approach to study the antecedents of export venture performance, and provide scholars with the conceptual and practical tools for developing multilevel models of export venture success.

Essay.

The paper shows the problems which scholars face if they continue to engage in using single venture data to test models that are inherently multilevel in nature.

There may be a need to revisit previous works that utilize samples of single ventures to assess models of export venture performance that are implicitly multilevel.

This paper outlines the practical issues that researchers need to consider when conducting multilevel research in the export venture performance field.

This paper is the first to focus on the multilevel nature of the export venture performance construct.

This special issue seeks to create an interdisciplinary community of researchers applying decision-making theory to the international marketing context. The articles published in this special issue contain cutting-edge conceptual and empirical studies that enhance existing knowledge on international marketing decision-making.

Thirty-six (36) manuscripts were submitted to the editorial office focusing on a broad range of international marketing decision-making. Following a thorough review process, a collection of five original empirical studies on different facets of international marketing decision-making from multiple theoretical, contextual and methodological perspectives are included in this Special Issue.

Overall, the combined evidence presented in this Special Issue shows that the general field of international marketing decision-making is starting to mature. Evidence from the contributors to this Special Issue shows that researchers have taken inspiration from both the past and the present when designing and crafting their research and, by doing so, they have collectively contributed to new knowledge in terms of international marketing decision-making principles, decision-maker personality traits, the consequences of international marketing decisions and cross-cultural differences with regards to decision-making influences and behavior.

With few exceptions, not much is known about how international marketing decisions are made. Yet, the way international marketing decisions are made is critical for international marketing success. This sphere of international marketing decision-making research, while relatively anemic, is typically underpinned by behavioral economic theories of decision-making, such that a duality in decision-making processes is identified. Nevertheless, international marketing and management studies are dominated by the planning paradigm, while in practice, managers often see the attempt to deviate from planning as irresponsible and dangerous. The articles included in this special issue have addressed major unanswered questions regarding the content and processes of international marketing decision-making.

This paper aims to investigate customers' motives to engage with electronic word of mouth (eWOM), as well as the effect of eWOM on customer behavior, both at the purchase and post-purchase stages.

A qualitative approach was adopted, consisting of 30 semi-structured interviews with Thai consumers. Thematic analysis was used to analyze the data.

Information validation, product evaluation, purchase and post-purchase validation are key motives for consumers to search for eWOM. Furthermore, eWOM quantity, eWOM credibility and attitudes toward eWOM play a critical role in evaluation of information usefulness and adoption. Moreover, five different types of shoppers were identified according to their purchase behavior after adapting eWOM: prompt shoppers, in-store shoppers, promotion shoppers, conservative shoppers and remedy shoppers.

While the implications of the adoption of eWOM have been explored in previous research, there is limited understanding in terms of the impacts of eWOM on the customer journey. This study addresses this research gap by investigating not only customers' motives to engage with eWOM but also its effect on their behavior at the purchase and post-purchase stages.

The purpose of this paper is to ascertain how today’s international marketers can perform better on the global scene by harnessing spontaneity.

The authors draw on contingency theory to develop a model of the spontaneity – international marketing performance relationship, and identify three potential moderators, namely, strategic planning, centralization, and market dynamism. The authors test the model via structural equation modeling with survey data from 197 UK exporters.

The results indicate that spontaneity is beneficial to exporters in terms of enhancing profit performance. In addition, greater centralization and strategic planning strengthen the positive effects of spontaneity. However, market dynamism mitigates the positive effect of spontaneity on export performance (when customer needs are volatile, spontaneous decisions do not function as well in terms of ensuring success).

Learning to be spontaneous when making export decisions appears to result in favorable outcomes for the export function. To harness spontaneity, export managers should look to develop company heuristics (increase centralization and strategic planning). Finally, if operating in dynamic export market environments, the role of spontaneity is weaker, so more conventional decision-making approaches should be adopted.

The international marketing environment typically requires decisions to be flexible and fast. In this context, spontaneity could enable accelerated and responsive decision-making, allowing international marketers to realize superior performance. Yet, there is a lack of research on decision-making spontaneity and its potential for international marketing performance enhancement.

The purpose of this paper is to provide researchers and journal reviewers with guidance regarding the appropriate level of analysis when developing and testing theory on export performance determinants. The authors’ focus is on the implications this has for the measurement of export performance.

The paper takes the form of an essay.

Researchers should measure export performance at the level at which the theory is developed. Most export performance theory developed is inherently export function level theory, requiring export function level measurement of performance. Less commonly, researchers may develop theory at the intra‐firm level, which requires performance data from multiple export ventures within firms for theory testing purposes. Researchers rarely have cause to collect data from a single export venture from firms, since data at this level are unlikely to generalize to the firm as a whole, and may lead to a biased picture of the determinants of overall export performance.

Researchers sometimes find that their passage to publication is blocked by reviewers who insist that measurement of export performance should occur at an incorrect level. Typically, the reviewer demands export performance assessment at the export venture level when the theory being tested is inherently an export function level theory. In this paper, the authors hope to correct poorly informed opinion regarding the use of venture level export performance measures, and encourage the use of measures of export performance that match the theory being tested.

We present a critical literature review debating Brazilian research on social and environmental accounting (SEA). The aim of this study is to understand the role of politics in the construction of hegemonies in SEA research in Brazil. In particular, we examine the role of hegemony in relation to the co-option of SEA literature and sustainability in the Brazilian context by the logic of development for economic growth in emerging economies. The methodological approach adopts a post-structural perspective that reflects Laclau and Mouffe’s discourse theory. The study employs a hermeneutical, rhetorical approach to understand and classify 352 Brazilian research articles on SEA. We employ Brown and Fraser’s (2006) categorizations of SEA literature to help in our analysis: the business case, the stakeholder–accountability approach, and the critical case. We argue that the business case is prominent in Brazilian studies. Second-stage analysis suggests that the major themes under discussion include measurement, consulting, and descriptive approach. We argue that these themes illustrate the degree of influence of the hegemonic politics relevant to emerging economics, as these themes predominantly concern economic growth and a capitalist context. This paper discusses trends and practices in the Brazilian literature on SEA and argues that the focus means that SEA avoids critical debates of the role of capitalist logics in an emerging economy concerning sustainability. We urge the Brazilian academy to understand the implications of its reifying agenda and engage, counter-hegemonically, in a social and political agenda beyond the hegemonic support of a particular set of capitalist interests.

The impact of dependence on self-care on people’s lives is very significant, with consequences for the person and their caregivers. The purpose of this study is to map the evidence on the factors that influence the empowerment of the person dependent on self-care on returning home.

Scoping review according to the criteria proposed by the Joanna Briggs Institute: population (people with a dependence on self-care), concept (factors that influence training) and context (return home after hospitalization in a medical-surgical context). The research was carried out from March 1 to April 30, 2022, in the databases CINAHL and MEDLINE (via EBSCO), Scielo, LILACS, Cuiden and MedicLatina; Gray literature searched RCAAP, DART-Europe and OpenGrey. Studies published in Portuguese, Spanish and English were included, with no time limit.

One hundred and eighty-one articles were obtained, which, after analysis according to the criteria, resulted in seven studies included for review, ranging from 2007 to 2021, with a level of evidence between 2. c and 4. a (according to Joanna Briggs Institute), and two thematic areas/four categories emerging.

The need for information and training, the relationship and proximity with the health-care team, the design of nursing care targeted at the person’s level of dependence, education, gender, type of surgical intervention and postoperative period, physical space and lack of privacy and audiovisual media.

The perception of these factors proves to be important in the person’s training process, with the nurse’s role being highlighted due to their emphasis on the transition home.

The significance of event tourism in destination development underscores the importance of assessing the quality of events and their sustainability for competitiveness. This study investigates tourists’ perceptions of service quality and sustainability at the “Biggest São João in the World” event in 2023. Employing a quantitative approach, we conducted field research using questionnaires based on the Tourqual model, integrating sustainability indicators to address environmental impacts associated with such events. Data collection took place between June and July 2023, with a non-probabilistic convenience sample of 709 visitors. Descriptive statistics were applied to the 2022 survey data (397 respondents), on the 2023 data (709 respondents). Results reveal that the event’s diverse activities received the highest average rating at 4.03, while the use of sustainable transport during the event garnered the lowest rating at 1.93. This emphasizes the need for event organizers to implement continuous improvement plans, focusing particularly on areas with critical evaluations to enhance visitor satisfaction. This study’s originality and innovative approach contribute valuable insights for event managers and researchers and promote both local development and environmental awareness.

This teaching case aims to provide in-class discussions on the commercialization and consumption of goods in spiritual markets. This teaching case is a narrative based on facts with a fictitious plot reporting the journeys of the launch, commercialization and consumption of mineral water in bottles in the shape of Father Cícero – a religious leader in Northeast Brazil – produced by Blue Spring Mineral Water in Juazeiro do Norte’s pilgrimage spiritual market.

Primary and secondary data sources were gathered. Two focus groups with pilgrims and semi-structured interviews with Blue Spring leaders and a local Church representative were conducted as primary data. As secondary data, a dossier was created holding content from newspapers and blogs online on the focal product and data from the company’s official website and social networks.

Throughout the case, the strategies and challenges of the production and commercialization of this religiously appealing product and the consumer practices adopted by different consumer profiles are unfolded.

This case intends to be a useful pedagogical tool to discuss the creation, production, commercialization and consumption of goods in spiritual markets. The case allows students to experience Blue Spring’s managers’ point of view regarding the decisions of production and commercialization of the focal product. In a broad sense, this case intends to inform future marketers of the importance of balancing commercialization in religious contexts.

This study aims to explore demographic market segments’ effect on the relationships between memorable tourism experiences (MTEs), perceived value dimensions and tourists’ behavioral intentions.

The data were collected with an online survey that gathered information on MTEs, economic value, quality value, emotional value, social value and intentions to recommend and revisit. Based on a sample of 1,003 Portuguese tourists, the research model was estimated using partial least squares path modeling.

The results reveal that MTEs have a positive impact on all four perceived value dimensions. Emotional and social value have a positive effect on recommendation intentions. Tourists from different demographic segments exhibit heterogeneous patterns regarding perceived value dimensions’ influence on these individuals’ behavioral intentions. Emotional value has the strongest impact for females, but males are influenced more by social value. Economic value significantly contributes to younger tourists’ recommendation intention, while quality value has the same effect on the 36–45 age group.

This study extended the existing knowledge by confirming heterogeneity among different tourist segments defined by age and gender regarding the relationships between MTEs, perceived value dimensions and behavioral intentions.

本研究旨在探讨人口统计细分市场对难忘旅游体验 (MTE)、感知价值维度和游客行为意愿之间关系的影响。

数据通过在线调查收集。该调查收集了有关 MTE、经济价值、质量价值、情感价值、社会价值以及推荐和重访意愿的信息。研究模型根据 1,003 名葡萄牙游客的样本使用偏最小二乘路径模型进行分析验证。

分析结果表明, MTE 对所有四个感知价值维度都有积极影响。情感价值和社会价值对推荐意愿有正向影响。在游客的感知价值维度对他们行为意愿的影响方面, 不同人口统计背景的群体表现出不同的模式。情感价值对女性的行为意愿影响最大, 而社会价值对男性行为意愿影响最大。对于年轻群体, 经济价值影响其推荐意愿, 而对于 36–45 年龄组的群体, 则是质量价值影响其推荐意愿。

本研究证明按年龄和性别定义的不同旅游群体对于 MTE、感知价值维度和行为意愿之间关系的异质性, 从而扩展了现有文献。

Este estudio buscó explorar el efecto de los segmentos demográficos en la relación entre las experiencias turísticas memorables (MTE, por sus siglas en inglés memorable tourism experiences), las dimensiones del valor percibido y las intenciones de comportamiento de los turistas.

Los datos se recogieron mediante una encuesta online que recopiló información sobre MTEs, valor económico, valor de calidad, valor emocional, valor social, intención de recomendar y de revisita. El modelo de investigación se estimó en base a una muestra de 1.003 turistas portugueses aplicando la metodología de mínimos cuadrados parciales (PLS).

Los resultados revelan que las MTE tienen un impacto positivo en las cuatro dimensiones del valor percibido. El valor emocional y social tiene un efecto positivo en las intenciones de recomendación. Los turistas de diferentes segmentos demográficos exhiben patrones heterogéneos en cuanto a la influencia de las dimensiones del valor percibido en las intenciones de comportamiento. El valor emocional tiene el impacto más fuerte para las mujeres y el valor social para los hombres. El valor económico es relevante para explicar las intenciones de recomendación para el grupo más joven y el valor de calidad para el grupo de edad de 36 a 45 años.

Este estudio amplía el conocimiento existente al confirmar la heterogeneidad entre los diferentes segmentos turísticos definidos por edad y género con respecto a las relaciones entre los MTE, las dimensiones del valor percibido y las intenciones de comportamiento.