“…With the GAINS approach they have applied the configuration theory (Miles & Snow, 1984;Miller & Mintzberg, 1983;Miller, 1981Miller, , 1987Miller & Friesen, 1980, 1984 at an international level (Macharzina & Engelhard, 1991). The configuration theory is a synthesis of the contingency theory and the system theory (Henselek, 1996) and tries to combine the strengths of both (Meckl, 2000). The configuration system is particularly suitable for research into foreign marketing, since, by way of its multidimensional research design, it can embrace the multifarious complexity of internationalization, with the interaction of corporate environment, corporate features and strategy (Meckl, 2000;Macharzina & Engelhard, 1991).…”