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 strateg y standardization and planning with static (present year) and change over t ime (five years) export performance. Determinants of standardization includ e country image, competitors' similarity competitive position similarity, p hysical market environment, legal environment, governmental influences, and media similarity, and standardization of strategy determines export perfor mance. Research hypotheses are tested by data generated from a mail survey in Israel, and the findings are used to generate research and managerial im plications.