How international marketers make decisions: exploring approaches to learning and using heuristics

Purpose The paper addresses the following research question: how do decision-makers use heuristics in their international business (IB) environment? Whereas, literature has focused on entrepreneurial companies, here contrasting approaches to learning and using marketing (IM) decisions are examined discussed. Design/methodology/approach aims address a gap study of micro-foundations internationalization, exploiting from other disciplinary fields. It combines multidisciplinary review longitudinal case studies illustrate different by marketers. Findings International marketers can adopt “closed” that consolidated consistently followed, or “open” heuristics, which constantly being adapted learned. Established multinationals learn decision-making, both models. Originality/value This offers an original contribution presenting not yet literature, focusing make through heuristic rules. focus is established exporters, contrast largely paid attention effectiveness new firms.