This research advances four propositions and a conceptual model of country and company
characteristics influencing key International Business Decisions (IBDs). The IBDs in this
study are country selection and evaluation, entry mode, segmentation-targeting-positioning,
and the marketing mix–the first two in the international business domain, and the latter two in
the international marketing field. The conceptual model and related four propositions are
advanced, based on an extensive literature review and subsequent in-depth review of 169 …

This research advances four propositions and a conceptual model of country and company
characteristics influencing key International Business Decisions (IBDs). The IBDs in this
study are country selection and evaluation, entry mode, segmentation-targeting-positioning,
and the marketing mix–the first two in the international business domain, and the latter two in
the international marketing field. The conceptual model and related four propositions are
advanced, based on an extensive literature review and subsequent in-depth review of 169 …