Extant literatures suggest three different approaches to decision making for operating a firm internationally: ethnocentric, polycentric, and geocentric. This study investigated differences in firm characteristics, export marketing strategies and export performance outcomes across these three orientations on a sample of North American (Canadian and U.S.) firms. The findings revealed major differences in examined variables across these decision-making orientations. While global mindset seemed to influence export strategy and performance, it did not affect many aspects of firm characteristics. Implications for export managers and public policy are drawn from the results.
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