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    Traditional international management theories tend to overlook that the cognitive limitations and biases of decision-makers may bound their ability to make rational, objective strategic choices. Most theories have not truly accounted for firm heterogeneity either, i.e. explaining why in similar contexts, two multinational enterprises may make different choices. This heterogeneity is not always rooted in differences in ‘firm-specific’ or ‘ownership’ advantages. We zoom in on how behavioural conce…Read more