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This paper aims to examine the de-internationalization process to determine how different forms of attitudinal commitment influence the de-internationalization process.

Because of the exploratory nature of the study, a case study design is used. Two cases of Swedish companies, which de-internationalize from the French market, are studied.

Different commitment profiles influence the de-internationalization process. In particular, a general commitment profile, in which affective, normative, instrumental and continuance commitment play a role, influences the timing of de-internationalization, while the effort directed toward the execution of de-internationalization is mainly influenced by normative commitment and the extent of de-internationalization mainly by instrumental commitment.

By offering three propositions regarding the four types of commitment and the effects of these commitment types on the process of de-internationalization, the authors contribute to the literature on de-internationalization and the commitment literature.

The findings suggest that there is a risk that managers continue to commit resources to a market for a longer period without clear benefits because of affective and continuance commitment. As local employees persist in committing to the local market because of continuance commitment, offering viable alternatives reduces commitment to the foreign operations.

Distinguishing between different types of commitment, the paper builds on a more fine-grained typology of commitment than previous internationalization literature. Thereby, the paper opens up for new insights in the de-internationalization process.

This paper aims to examine how suppliers doing business with customers in emerging industrial markets can leverage their innovativeness to foster trust and commitment toward maximizing customer adoption behaviors.

Based on commitment-trust theory, this research uses survey data collected from a large sample of Chinese business-to-business executives, which were then analyzed using three-stage least squares simultaneous estimation models and PROCESS.

The results show that supplier innovativeness can help customers build trust in a supplier. Consequently, a reciprocal commitment is forged among customers that manifest in favorable adoption decisions, including a higher willingness to pay premium prices. Notably, this approach is beneficial when robust interfirm communications are difficult to establish.

Innovation decisions in interfirm relationships are important for suppliers doing business in emerging markets. This is because customer adoptions in such settings can foster enduring relational market-based assets and other competitive advantages that can improve supplier performance. Unfortunately, the understanding of how interfirm relationships influence innovation-adoption decisions in emerging markets is lacking. The findings of this research shed light on how suppliers interested in entering emerging markets can interact with customer firms in such settings to maximize favorable adoption outcomes.

The current work aims to analyze the role of commitment perceived by the consumer in the maintenance of long‐term relationships. The context of analysis chosen is the tourism sector, more specifically the relationships that retail travel agencies establish with their consumers. The study tests a conceptual model via a system of structural equations using the statistics package EQS 6.1 for Windows. The results corroborate the importance of the consumer’s trust in the travel agency and the consumer’s perception of the firm’s commitment, because this commitment acts as an antecedent of trust and creates the conditions for the firm to achieve a stable portfolio of customers.

The relationship marketing literature puts forward that customer commitment is central to the development of marketing relationships. The purpose of this paper is to investigate the extent to which two components of customer commitment (affective commitment and continuance commitment) both enhance and undermine customer loyalty.

A theoretical model was developed to determine the extent to which the components of commitment both served as mediators of and interacted with one another in the relationship between service quality and switching and advocacy intentions. This model was examined in a survey of customers in three service settings; financial services, retail‐grocery services and telecommunications services.

Commitment serves as a partial mediator of the service quality‐loyalty relationship. It was also found that affective commitment made a negative impact on switching intentions and a positive impact on advocacy intentions in all three service settings. Continuance commitment had mixed effects on switching intentions and made a negative impact on advocacy intentions.. At the same time there was an interactive effect between the two components of commitment such that continuance commitment depressed the positive effects of affective commitment on both dependent variables.

While the positive impact of identification based affective commitment is well understood in the marketing literature, the role of continuance commitment is not so well appreciated. This study reinforces the weakness of a relationship based on continuance commitment. In addition, few studies prior to this one have demonstrated the interactive effects between the two components of commitment.

The purpose of this paper is to examine the effect of internal marketing, organizational commitment and organizational citizenship behaviors on commercial banks' market orientation.

A quantitative survey methodology was adopted to collect data from commercial (non‐state owned) banks' employees in Jordan. A sample of 365 employees within seven of 13 Jordanian commercial banks was used. Data were analyzed using AMOS 16.0 to determine the interactions between the various factors.

Empirical findings confirmed that internal marketing, organizational commitment and organizational citizenship behaviors had a positive direct effect on banks' market orientation. In addition, organizational commitment had a positive direct effect on organizational citizenship behaviors.

Jordanian commercial banks should convert internal marketing as a strategy into their core operations and systems to meet employees' demands and the bank goals. This conversion shall make employees show their sincere organizational commitment so that they can express the attitude of organizational citizenship behaviors that are beneficial for the banks' operations and survival.

The paper introduces a new perspective of the associations and interactions that take place between marketing and organizational behavior concepts which affect organizations' market orientation endeavors. While such perspective is considerably new and relevant to general marketing literature, the fact that this paper is one of few papers that focus on internal marketing in Jordan adds to its originality.

The purpose of this paper is to investigate the contingent relationship between government marketing assistance for export and the performance of early internationalizing firms in a developing country’s low-tech industry.

The authors employ hierarchical multiple regression based on the data obtained from Bangladesh, a south Asian developing country and a leading exporter of apparel products worldwide. The authors used a sample of 224 early internationalizing apparel firms to test the hypotheses.

Research describes the relationship between export assistance and performance as direct. Recently, some researchers have suggested moderators between them. The authors argue that the relationship between the two is contingent on the level of export commitment. The authors find that neither informational nor experiential marketing assistance is directly related to export performance. The relationship between informational assistance and export performance is significantly, but (unexpectedly) negatively, moderated by export commitment. The effect of experiential assistance is positively, but only marginally, moderated by export commitment.

Contrary to researchers’ overarching focus on a direct relationship, the authors investigate the moderation on the relationship between export informational and experiential marketing assistance, and early internationalizing firms’ performance in a developing country’s low-tech industry setting. The authors use export commitment as the moderator; it is one of the most important internal determinants of export performance and extremely relevant in early internationalizing firms. The differential impact of informational and experiential assistance provides additional insights.

The purpose of this paper is to contribute to the understanding of international commitment of entrepreneurial firms from an emerging economy to their foreign operations. Specifically, it intends to help bridge an existing gap in the literature by focusing on the international commitment of established small entrepreneurial firms, a topic that has been largely overlooked; investigating small‐firm commitment to foreign investments whereas most studies focus on exporting; combining the different research streams that studied international commitment; and using the resource‐based view (RBV) to explore the interplay between resource allocation and commitment in the foreign investments of small entrepreneurial firms.

The study adopts an abductive approach to theory development and uses the case method of investigation. Three case studies were developed from primary and secondary sources. A total of 153 pieces of documentation were used to reconstruct past events, in addition to the interviews and information from company sites, permitting triangulation. Pattern‐matching logic was employed as case development progressed, continuously comparing with the theoretical background used in the study.

The interplay between resource availability, goal congruence, entrepreneur's desire to internationalize and family attitude seem to have a combined impact on the arousal and initial development of international commitment. The relative importance of managerial over financial resources in the early stages and the impact of preparatory activities on the speed and scope of internationalization seem to be specific manifestations of commitment among emerging market firms. As to the outcomes of commitment, performance appears both as an outcome and an antecedent, and, knowledge acquisition and opportunity development seem to increase pari passu with international commitment of emerging market firms.

The findings can be useful to emerging market firms by pointing out the potential negative impact of low international commitment on a firm's internationalization process. Since most firms from emerging markets cannot count on previous internationalization knowledge accumulated by other firms in their (domestic) institutional environment to be used as guides to international expansion, this type of research can provide some guidelines to help their internationalization efforts.

While certain results agreed with the extant literature, new findings generated a set of theoretical propositions regarding international commitment of late‐internationalizing entrepreneurial firms from an emerging Latin American market.

Enhancing firm commitment towards internationalisation is an important step towards ensuring successful international performance. However, there is limited research on this topic for emerging market firms. The purpose of this paper is to investigate the factors that influence the internationalisation commitment of emerging market firms located in two Latin American countries with different institutional environments.

This study proposes and tests a conceptual model that includes drivers and barriers of internationalisation commitment. Data were collected from Chilean and Brazilian firms. The model uses confirmatory factor analysis to develop the underlying multi-item constructs and structural equation modelling to test the model.

The results show that managers’ perceptions of firm resources and capabilities are significant drivers of internationalisation commitment in both countries. In addition, perceptions of internal firm-specific barriers, such as a manager’s lack of international experience and knowledge, are negatively related to internationalisation commitment in Chile, but not in Brazil. Finally, external environmental barriers are negatively related to internationalisation commitment in Brazil, but not in Chile.

The context for the study is Chile and Brazil. Both are important emerging markets in Latin America, with a strong focus on firm internationalisation. The research design is cross-sectional and so does not allow for any causal claims to be made. The findings have important implications for internationalisation efforts of managers and export promotion agencies of emerging markets with different institutional environments.

This research contributes to the relatively scant but increasing number of empirical studies which investigate emerging market internationalisation in Latin America.

This study aims to contribute to the existing understanding of export practices in sub-Saharan African firms with a contextual focus on Ghanaian exporters operating in business-to-business (B2B) markets. Underpinned by resource-based theory and its association with the relational view, it examines how the interplay between various decision makers’ international experience, export commitment and distribution adaptation decisions influence firms’ performance.

The study uses a mixed methods approach, using survey data from 116 internationalising Ghanaian businesses across three sectors, supplemented with qualitative insights from 18 follow-up interviews.

The study establishes a full mediation effect of export commitment on the association between international experience and export performance; also, the moderating effect of distribution adaptation on export commitment – performance relationships. Unique insights are provided into the perceived role of trustworthy, intermediaries as “stakeholders” that add to a respective firm’s resource base; that is, in building capabilities in overseas markets and informing evolving business model decisions to overcome potential export barriers.

The insights from sub-Saharan African firms provide contextual value given the relatively under-represented existing research from the region. Original insights highlight ways in which decision makers build capabilities and that they do not always follow a forward moving internationalisation process, so use different measures of performance regarding B2B product-market ventures over time.

In the development of a firm’s market orientation, management commitment plays a critical role. This study aimed to examine the influence of management commitment on market orientation on the basis of the MARKOR framework of market orientation. This was done through a survey of three-star, four-star and five-star licensed hotels located in Ghana. PLS-SEM was used to analyse data based on SmartPLS. Results showed a positive relationship between management commitment and the behavioural processes included in the MARKOR framework of market orientation: intelligence generation, intelligence dissemination and responsiveness to intelligence. Results also revealed that intelligence dissemination mediates the relationship between management commitment and responsiveness to intelligence. Intelligence generation was not found to mediate this relationship. This study has extended current knowledge by elaborating how management commitment influences market orientation practices.