Heuristics and decision rationality in entry mode choice: Implications for decision effectiveness and international performance
研究了可用性启发式和代表性启发式如何与理性决策结合影响国际进入模式选择，发现可用性启发式与理性决策结合能提升决策质量，而代表性启发式则可能降低决策有效性。
This study explores how heuristics (availability and representativeness) and analytic rational decision-making influence the selection of international business entry modes and their subsequent impact on decision effectiveness and international performance. Grounded in dual-process theories, the research develops hypotheses linking heuristics, analytic rationality, decision effectiveness, and international outcomes. Utilizing a quantitative survey approach, the findings reveal that integrating the availability heuristic with analytic rational decision-making enhances the quality of internationalization decisions, whereas combining analytic decision-making with the representativeness heuristic can diminish decision effectiveness. These results emphasize the critical role of balancing heuristic and analytical approaches in managerial decision-making for international entry, contributing to dual-process theories within the international business context and providing valuable insights into the cognitive strategies shaping entry mode selection and organizational performance.