“…know the formal export process at home, the alternative ways to ship the merchandise and the corresponding costs, the potential markets abroad and their demand profile, the conditions to enter these markets, the channels to generate awareness of their products and those through which these products can be marketed. Diverse models describing the internationalization process of firms have been proposed in the business economics literature (see, e.g., Johanson and Vahlne, 1977;Bilkey, 1978;Wiedersheim-Paul et al, 1978;and Reid, 1981). Specifically, firms pursuing cross-border economic opportunities must engage in a costly process of identifying potential exchange partners (search) and assessing their reliability, trustworthiness, timeliness, and capabilities (deliberation) (see Rangan and Lawrence, 1999).…”