The aim is to gain an increased understanding of the factors motivating managers toward internationalizing their firms.
Attribution theory is employed in this study. Building upon the internationalization literature, an attribution model of internationalization is developed. A model of the influence of causal factors (i.e. uniqueness of offering, financial resources and competitive pricing) on a cognitive psychological consequence (i.e. expectations of success) and resulting behavioral consequence (i.e. international success) is examined in a sample of 152 managers of US‐based professional service firms through structural equation modeling.
The results, supporting the proposed model, suggest that attribution theory can provide a new lens through which greater insights into managerial mindsets driving the internationalization process can be gained.
This study provides new theoretical insights for international marketing academics as well as practical advice for those involved in the practice of international marketing.
