An attribution theory approach for understanding the internationalization of professional service firms

Purpose - The aim is to gain an increased understanding of the factors motivating managers toward internationalizing their firms. Design/methodology/approach - Attribution theory is employed in this study. Building upon the internationalization literature, an attribution model of internationalization is developed. A model of the influence of causal factors (i.e. uniqueness of offering, financial resources and competitive pricing) on a cognitive psychological consequence (i.e. expectations of success) and resulting behavioral consequence (i.e. international success) is examined in a sample of 152 managers of US-based professional service firms through structural equation modeling. Findings - The results, supporting the proposed model, suggest that attribution theory can provide a new lens through which greater insights into managerial mindsets driving the internationalization process can be gained. Originality/value - This study provides new theoretical insights for international marketing academics as well as practical advice for those involved in the practice of international marketing.