Planning and improvisation actually play well together in export markets

Exporting is a popular way to enter an international market. But just how are export decisions made? In a rapidly changing economic environment, can exporting companies rely on improvisation? Or should they commit to carefully thought out and executed plans? According to a new study in the Journal of Marketing Research, companies need to do both, to plan as well as improvise, as there is no one "best way" for export managers to make decisions.

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