Turning decision-making logic into international performance among SMEs: Revealing the importance of international entrepreneurial marketing
研究了中小企业的两种决策逻辑（效果逻辑和因果逻辑）如何通过国际创业营销影响国际绩效，基于中国、芬兰和新西兰489家中小企业的跨国样本，发现国际创业营销起中介作用，且效果因市场类型和产品/服务而异。
The international business field lacks research on how decision-making logics lead to SMEs’ international performance and what mechanisms are involved. This study examines the relationship between decision-making logics (effectuation and causation) and international performance of SMEs and contributes by highlighting the crucial role of international entrepreneurial marketing. We used structural equation partial least squares in the empirical study with a cross-country sample of 489 internationalizing SMEs from China, Finland, and New Zealand. The results reveal that international entrepreneurial marketing fully mediates the positive effectuation–performance relationship and the mediation effect is stronger among SMEs from developing markets and offering services. We show that international entrepreneurial marketing partially mediates the positive causation–performance relationship and the mediation effect is stronger among SMEs from developed markets and among those that offer products.