The impact of causation and efectuation decision‑making logics on de‑internationalization strategies of small‑ and medium‑sized export firms

This study investigates the relationships between causation and efectuation decision-making logics and multiple dimensions of de-internationalization among Thai manufacturing export frms. Although existing research has explored internationalization processes, the decision-making dynamics underlying market withdrawal remain underexplored, particularly in emerging economy contexts. Using survey data from 129 Thai exporters and employing partial least squares structural equation modeling, this study examines how causation and diferent dimensions of efectuation infuence various aspects of de-internationalization, including product, market, operational, and time dimensions. The fndings demonstrate that the experimentation dimension of efectuation exhibits signifcant positive associations with all dimensions of de-internationalization, indicating its central role in market withdrawal decisions. Causation demonstrates signifcant negative relationships with both market and operational dimensions of de-internationalization, indicating that frms employing more systematic planning approaches are less likely to reduce their market presence or operational commitment. Interestingly, the fexibility dimension of efectuation exhibits a signifcant negative relationship with the time dimension, suggesting that more fexible frms complete their de-internationalization process more quickly. The study contributes to international business theory by demonstrating that diferent dimensions of efectuation have varying impacts on de-internationalization decisions and that market withdrawal is not simply a reversal of internationalization but a complex process infuenced by diferent strategic approaches. For practitioners, the fndings suggest the value of maintaining an experimental mindset while recognizing that systematic planning and experimental approaches are not mutually exclusive. The study provides important insights for understanding how frms navigate international market withdrawal decisions in emerging economies and ofers directions for future research in this critical area of international business.