The Customers’ Perception Toward Secret Recipe’s Reputation by Using the Reptrak™ Model

Abstract

Despite empirical evidence that generally demonstrates that performance improves with the level of internationalisation mode, SMEs often hesitate to commit to more advanced modes of internationalisation. Internationalisation theories may explain the motives and in some cases the selection of entry modes, but they provide little understanding on how the decision-making process works. A review of international business (IB), entrepreneurship and organisational behaviour research reveals that attitudes of SME decision-makers may significantly impact the decision-making process to commit to advanced modes of internationalisation. This quantitative research has validated the importance of attitude in the decision-making process and has also provided support for IB theories where there are attitudinal elements. There are also findings of this research that are contrary to some of the main elements of traditional IB theories. Our research may provide valuable input to these theories or cast doubt on the influence of these elements within existing theories.