Foster, (2005),"Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food", If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to test the extension of the theory of planned behaviour (TPB) in an organic food buying context. Design/methodology/approach -The relationships between subjective norms and attitudes and intention to buy organic food were studied by applying structural equation modelling. Findings -The proposed modified model of the TPB model fitted the data better than the original model, implying that in the organic food-buying context the role of subjective norms differs from the original theory of planned behaviour. In buying organic food subjective norms affected buying intention indirectly through attitude formation. In addition, results showed that the modified TPB model predicts intention to buy organic food better than the original model. Based on the results, it can be said that consumers' intentions to buy organic food can be predicted with their attitudes (R 2 ¼ 0:558), which can further be predicted by subjective norms (R 2 ¼ 0:374), and that behavioural intentions reliably predict self-reported behaviour (R 2 ¼ 0:824). Research limitations/implications -First, this study concerned only organic bread and flour products, and therefore the results cannot be expected to explain consumer behaviour for all organically produced products. Second, just one retail channel of organic foods, a hypermarket, was examined. Since the different store formats have also very different characteristics (e.g. price level and number of products), it is likely that also the consumers' buying behaviour differs between different stores. Originality/value -In past studies on organic food-buying behaviour, the role of subjective norms has often been neglected -either they are not included in the models or their explanatory power has been weak.

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In general, findings in the market orientation research stream indicate that market orientation has a positive linear relationship with business success, and managers have been urged to be more market oriented, regardless of the firm's current market orientation level. The authors develop a theory that predicts that the relationship between market orientation and business performance is an inverted U shape, such that high levels of market orientation may reduce performance. The authors’ empirical study of firms’ export market-oriented (EMO) activities in their export operations finds support for the hypothesized inverted U-shaped relationship between EMO behavior and export sales performance. They show that the inverted U-shaped relationship becomes greater in magnitude (more pronounced) as market dynamism increases and that the optimal value of EMO behavior (i.e., the value that generates the highest performance return) decreases as market dynamism increases and increases as exporting firms’ internationalization increases. Therefore, they conclude that management's task is not to aim for ever-increasing levels of market orientation but to manage market orientation so that its level is optimal given the firm's environment and the international diversification strategy being pursued.

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to present an overview of the conceptual frameworks and concepts with which the research on internationalization patterns of small and medium-sized enterprises (SMEs) should be conducted. Design/methodology/approach -A comprehensive overview of concepts and a conceptual framework to study internationalization patterns of SMEs is offered. Findings -The complexities of existing definitions and methodologies for researching internationalization patterns are highlighted, and a synthesis of the issues is provided. An integrative model of internationalization pathways, and their antecedents and outcomes is presented. Research limitations/implications -It is recommended that future research focuses especially on the time dimension of internationalization patterns. Future research can contribute to the literature by adopting a longitudinal approach with larger samples and more detailed cases to capture the dynamics of internationalization. Practical implications -Practitioners might map their positions, and look for challenges and opportunities with regard to their chosen internationalization pattern. They can also benchmark other firms' pathways and fine-tune their own approach to internationalization. Originality/value -The paper integrates a large body of research in an important research area in international marketing. It also provides guidance on how to conduct future research in the area, and introduces the content of this special issue of the International Marketing Review.

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to shed light on the mechanisms by which entrepreneurialoriented behaviours (EOB) enhance international business performance. In so doing, the authors demonstrate that different dimensions of EOB may need to be emphasized or dampened, depending on the environmental conditions facing the firm. Design/methodology/approach -A survey of 783 Finnish exporters is undertaken, and the relationships between the dimensions of EOB and business performance are assessed. Findings -It is found that Kirznerian manifestations of EOB have stronger positive relationships with export profits when markets are relatively stable, whereas Schumpeterian manifestations of EOB have stronger positive relationships with export profits when markets are more dynamic.Research limitations/implications -The study has implications for researchers studying multidimensional strategic orientations. The approach adopted is novel, in that instead of adopting a fully aggregated or fully disaggregated approach to the study of a strategic orientation, the authors use a theoretically derived partial aggregation approach. As a result, EOBs are grouped into two kinds, and the latter are shown to behave differently with respect to relationships with performance outcomes. The study limitations include single source data and its cross-sectional design. Practical implications -When markets are relatively stable, businesses need to emphasize the Kirznerian manifestations of EOB (i.e. display high levels of competitive aggressiveness and proactiveness) and downplay Schumpeterian manifestations of EOB (i.e. reduce innovativeness, risk taking and autonomy). However, in highly dynamic markets, managers should focus on Schumpeterian manifestations of EOB at the expense of Kirznerian EOB. Originality/value -This paper introduces Schumpeterian and Kirznerian entrepreneurial behavior in an international marketing context, and analyses the effects of these activities on international performance under varying levels of environmental turbulence.

This study assesses the level of consumers' felt involvement in four distinct product categories of organic food (coffee, bread, fruit, and flour), and examines the role of felt involvement in the broader context of organic food shopping behavior. It is shown that the reason why consumers do not buy organic food regularly despite their positive attitudes is that such ideologically formed attitudes are not present in habitual, low-involvement shopping activities with limited problem-solving needs as in food shopping from grocery stores. The statistical analysis of an empirical sample of 200 consumers gives substantial support to the hypothesized new organic food buying behavior model.