Oliveira, João S.; Cadogan, John W.; Souchon, Anne - In: International Marketing Review 29 (2012) 1, pp. 114-127
theory developed is inherently export function level theory, requiring export function level measurement of performance. Less … reviewer demands export performance assessment at the export venture level when the theory being tested is inherently an export … function level theory. In this paper, the authors hope to correct poorly informed opinion regarding the use of venture level …