Bounded rationality, planning, standardization of international strategy, and export performance: A structural model examination

This article examines a comprehensive list of environmental conditions that affect the decision to standardize, as well as the relationship of strategy standardization and planning with static (present year) and change over time (five years) export performance. Determinants of standardization include country image, competitors' similarity, competitive position similarity, physical market environment, legal environment, governmental influences, and media similarity, and standardization of strategy determines export performance. Research hypotheses are tested by data generated from a mail survey in Israel, and the findings are used to generate research and managerial implications.