The role of decision-making logic and network relationships in internationalization: a case study

This case study paper aims to contribute to internationalization and effectuation literature by finding out how the choice of decision-making logic and the use of network relationships affected the internationalization of CAC (Cooperativa Agricola Campo: an Italian cooperative producing and distributing bio-products). It shows that in the past, CAC entered most foreign markets after it received orders via its network relationships, and it also found several new partners at trade fairs. Moreover, it relied to some extent on unsolicited export orders. Network relationships, orders received at trade fairs, and unsolicited orders have been also important for its re-entries to several markets. CAC’s managers have used both effectual and causal logic during the firm’s internationalization, but in recent years, their logic has turned more causal. Overall, despite experiencing some drawbacks (for instance, some problems with its partners), the firm’s internationalization can be considered successful.