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PurposeThis study aims to gauge the interactive effect of export intensity and diversity on export performance among exporters in an emerging economy and explore the moderating effect of export intermediaries on the internationalization–export performance relationship.Design/methodology/approachA survey was undertaken among a convenience sample of small and medium exporters located in Guangdong and Fujian Provinces in South China.FindingsThe results show that intensity and diversity interact negatively with export performance, whereas the use of export agents registered a positive effect. Exporters pursuing a strategy of high export intensity will achieve better performance provided that these exports are concentrated in a few countries. Using export agents can help in enhancing the intensity–performance relationship but not that for diversity–performance.Practical implicationsChinese exporters are advised not to blindly pursue international expansion without regard to their own resources and capabilities. They should try to strike a balance between intensity and diversity and employ external agents when needed.Originality/valueThis research seeks to address the void in the literature on how export intensity and diversity should be balanced to create a positive effect on the performance of exporting ventures in an emerging economy, which is under-addressed in the literature. It is also found that employment of export intermediaries is not always good for export performance.

Purpose
Despite huge investments within the modern trade arena, Vietnam remains a traditional trade retailing country. The purpose of this paper is to establish the combined effects of motivation, store attributes and demographic factors on the predictive outcome of store format choice in Vietnam.


Design/methodology/approach
A logistic regression model is used to determine the effect of these factors on the predictive outcome of traditional markets or supermarkets in purchasing non-food products or processed food products.


Findings
The dichotomy between what supermarkets and traditional markets have to offer is simple but effective. Utilitarian-motivated shoppers are more likely to shop at traditional markets. They emphasize the need to buy products quickly, find a good price, with less travel time and hence lower travel costs. Hedonistic shoppers are motivated by feelings of happiness; they shop to relieve stress and to keep up with trends. Significant difference in store choice also exists between older and higher income shoppers.


Research limitations/implications
Future research should examine the sociocultural dimensions of shopping at traditional stores by exploring how such shopping relates to, and is embedded in, the formation and changes of individual identity, especially in communities outside of Ho Chi Minh City where shoppers are almost entirely dependent on traditional stores.


Practical implications
Traditional stores have the benefit of convenient location and savings in both time and travel costs. These benefits are being eroded as supermarkets and transnational retail corporations establish new stores close to the traditional stores.


Social implications
Shopping at traditional markets is part of the social culture and is embedded in individuals' identity formation, despite increasing urbanization and shoppers' higher incomes.


Originality/value
This study comprehensively explores the interactions between store choice and motivation, store attributes and demographic factors, taking into account contemporary and contextually relevant factors.

Attempts to consider how a founder has reduced equivocality in relation to support networks and reducing risks, especially in an international environment. Presents the case studies of five Danish and Australian born global companies. Considers different global models and their limitations. Presents the findings of recent surveys in this area. Concludes that internationalization has not been the primary objective in the founding process and gives direction for further research.