Turning decision-making logic into international performance among SMEs: Revealing the importance of international entrepreneurial marketing

The international business field lacks research on how decision-making logics lead to SMEs’ international performance and what mechanisms are involved. This study examines the relationship between decision-making logics (effectuation and causation) and international performance of SMEs and contributes by highlighting the crucial role of international entrepreneurial marketing. We used structural equation partial least squares in the empirical study with a cross-country sample of 489 internationalizing SMEs from China, Finland, and New Zealand. The results reveal that international entrepreneurial marketing fully mediates the positive effectuation–performance relationship and the mediation effect is stronger among SMEs from developing markets and offering services. We show that international entrepreneurial marketing partially mediates the positive causation–performance relationship and the mediation effect is stronger among SMEs from developed markets and among those that offer products.